John Cena fronts Skyy vodka’s Proudly American ad
Skyy vodka has hired American wrestler and actor John Cena to star in the latest video for its Proudly American campaign.
Brand owner Campari Group launched the US marketing campaign in July this year to explore the “values on which America was founded”.
The initiative juxtaposes famous phrases from American history with “powerful, vivid” imagery of people who celebrate diversity.
World Wrestling Entertainment (WWE) star Cena is the latest partner to join Skyy vodka’s campaign, which also includes Olympian Gus Kenworthy; writer and cultural curator Kimberly Drew; and RuPaul’s Drag Race’s Trixie Mattel and Dusty Ray Bottoms.
In the new video, called The Pledge, Cena narrates a “lighthearted take on the nation’s traditional pledge”.
“I have always been proud to live in a country that promises people can live, love, and thrive without restrictions,” said Cena.
“I am inspired by fans every day that share their stories of conquering adversity and believing in who they are. Skyy’s dedication to embracing the ever-evolving America and offering a podium to those who embody, and at times even redefine, what it means to be American is a cause I stand proudly behind.”
Melanie Batchelor, vice president of marketing, Campari America, said: “John Cena exemplifies Skyy’s Proudly American persona with his incredible spirit, work ethic, charisma, and dedication to inspiring others.
“He uses his considerable worldwide platform to encourage inclusiveness and positivity.”
The integrated campaign will launch ahead of Thanksgiving on 22 November and will include out-of-home, digital, social media, PR and event activations. A full social media campaign will also support the initiative.
Check out The Pledge video below.