Belvedere launches campaign directed by Taika Waititi

Oscar-winning filmmaker Taika Waititi has returned to vodka brand Belvedere to direct its latest global campaign, which also stars Grammy Award-winning artist and rapper Future.

The campaign, which is packaged as a three-minute short film, has been released to mark the launch of the certified-organic brand’s new Belvedere 10 expression.

It opens with Future driving a Rolls Royce down a dusty road at sunset and ends in a ‘dilapidated hacienda-turned-nightclub’, where he and a cowboy hat-wearing Waititi are seen facing off and sharing a coded handshake. Their ‘rhythmic’ moves then unlock access to a bottle of Belvedere 10.

On his vision for the campaign, Waititi said: “There is a fine line that allows humour and rebelliousness to exist within luxury. This campaign embodies a rare moment where this intersection meets. There is no doubt Belvedere is one of the coolest alcohol brands in the world.”

The film was styled by Vogue Australia editor-in-chief, Christine Centenera, while visuals were captured by skateboard and culture photographer Atiba Jefferson. The soundtrack, meanwhile, was curated by producer ATL Jacob.

Of his role, Future added: “I loved that there was a readiness to craft something unedited, genuine and resolute. I appreciated the concept that you cannot feign it; you must genuinely embody it.

“This campaign delivers its message unapologetically.”

Previously, Waititi directed a campaign for Belvedere that featured former James Bond actor Daniel Craig dancing through the streets of Paris.

The advert was picked as one of SB‘s 10 best celebrity-fronted spirits campaigns.

Other big-name brands such as Bacardi and Hennessy have also jumped on the celebrity campaign rush recently, with Camila Cabello, Damson Idris and Teyana Taylor fronting their respective adverts.