Jonathan Bailey ‘spontaneously’ fronts Martini campaign
Bridgerton actor Jonathan Bailey is calling on consumers to swap predictable plans for spontaneous moments in the latest campaign for Martini.
Continuing Martini’s legacy of ‘charming and cinematic’ A-list partnerships, Bailey stars as this summer’s ‘Martini man’.
Together with the Bacardi-owned apéritif brand, Bailey seeks to inspire people to go ‘off script’ this summer by breaking from routine and trying a different path while raising a Spritz to life’s ‘simple unplanned joys’.
New research from Martini has revealed that the campaign’s rallying call strikes a chord with consumers, as 62% of people say they believe that day-to-day choices – from holiday spots to hobbies and even a go-to drinks order – have become repetitive or predictable. Meanwhile 65% say that being ‘intentionally spontaneous’ is a positive trait.
For the campaign, Bailey stars in a 60-second spot that was filmed in southern Italy during ‘a rare escape in his busy schedule’.
In the spot, Bailey leaves his ‘carefully scripted characters’ and ‘cult on-screen roles’ behind to embrace a summer of ‘spontaneity, effortless Italian style, and Martini Spritzes’. Along the way, he playfully invites consumers to try something different and discover the joy of going ‘off script’.
“Going off script is the ultimate way to allow space for fun, and new experiences,” said Bailey. “Unplanned moments end up being the most unforgettable. This summer, I invite everyone to take a breath, dive in, swerve off-piste and be playful. Live a little differently… with a Martini Spritz in hand, of course.”
Bacardi noted the trend for Spritzes has experienced significant growth over the last few years (8% year on year), fast becoming a global summer cocktail staple, and the Martini Spritz is said to offer a bold alternative for those looking to try something new.
Fans are invited to ‘sip like Bailey’ in their own cities as the brand brings a pop-up experience – the Terrazza Martini – to more than 30 ‘Off Script’ rooftop, bar and piazza locations across Europe this summer, including Barcelona, Berlin, Milan, Madrid and Antwerp.
The Martini Bianco Spritz will be the hero serve at each location, crafted with three parts Martini Prosecco, two parts Martini Bianco and one part soda, served in a Spritz glass with ice.
To watch the campaign video, click below.
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