Jonathan Bailey becomes The Martini Man
Wicked actor Jonathan Bailey has reprised his partnership with Martini vermouth in a new multi-year deal, beginning with a short film celebrating the ‘art of sprezzatura’.
Bailey first collaborated with the aperitivo brand last summer, in a campaign that asked people to swap predictable plans for spontaneous moments.
This year’s campaign launches with a short film and a series of portraits featuring Bailey arriving on the coast outside Venice. The idea is to ‘unlock the art of sprezzatura’, which the brand describes as ‘the effortless confidence and attitude synonymous with Martini and Italian culture’.
The film opens with Bailey pulling up in an original 1970s Martini racing car, a nod to the brand’s heritage as a motorsports sponsor.
Bailey then goes through an initiation to become The Martini Man, perfecting his entrance, his style and his smoulder. The film concludes with the actor pouring a Spritz using the brand’s Bianco expression.
The full film can be watched below.
Bailey said: “Stepping into the iconic role of The Martini Man is an honour. It’s incredibly exciting to me because it’s about stepping outside of your comfort zone, finding confidence in yourself and living joyfully. It’s about bringing that exhilarating spark of Italian style to everyday moments. I’m excited to be part of a campaign and a legacy that invites people to explore all of that.”
To support the campaign, Martini surveyed Europeans and discovered that 57% said they rarely step outside their comfort zones. Another 66% said they find the idea of living with an ‘Italian mindset’ appealing.
The brand said 64% of Europeans are already embracing Spritz occasions during the warmer months.
Emma Fox, the brand’s global vice-president, added: “Jonathan Bailey brings exactly the right energy to The Martini Man: stylish, self-assured, playful and effortlessly magnetic. He has a natural ability to make every moment feel both aspirational and accessible, which makes him the perfect partner for Martini.
“This campaign shows that Italian style is not just tied to geography or travel. It is a mindset and a way of living. With the Martini Spritz collection, led by the Bianco Spritz, embracing that lifestyle can be as simple as pouring a drink, gathering with friends, and bringing a little more style to the moment.”
The campaign has launched globally across TV, streaming, digital, social and experiential.
The brand is also planning a summer takeover of Milan, as well as wider Terrazza Martini activations in key cities including Milan, Madrid, Berlin, Biarritz, Montpellier and New York.
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