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First TV campaign for Skyy Vodka

Skyy Vodka is to launch its first television advertising campaign in South Africa – an increasingly important market for the brand. Targeting "ambitious and style-conscious urbanites and young professionals", the campaign depicts Skyy Vodka in its cobalt blue bottle as “the drink of choice for the world’s most stylish party people”.

Entitled “Life in the Skyy”, the advertisement was created to feel like a music video and stars a secret agent style hero whose surroundings can be transformed by a clap of his hands. Events unfold around him as he makes his way to the top of a slick urban building and arrives at his glamorous rooftop party. As the weather turns, a clap of his hands sends the roof soaring above the rain clouds, where the stylish partygoers continue to dance and sip cocktails as they enjoy life in the Skyy. The soundtrack to the campaign was produced exclusively by the Pulse Music Recording Studio and performed by Lerix. Blending electro with rap, the track was inspired by the story of the advert.

Campari International marketing director Richard Black says: “Life in the Skyy is more than just a television commercial – it’s a communications concept that will revolutionise our position in the market. The look is very premium and global, in keeping with the brand, and this is emphasized by the use of a cast of international actors. It’s something that South Africans can really enjoy and engage with because it’s born out of real insights and showcases the kind of modern, sexy and exciting brand that is so popular here.”

Life in the Skyy will be shown beginning January 14 on ETV, MNET, SABC and DSTV channels as part of the wider Life in the Skyy 360° marketing campaign which includes cinema theaters, out of home advertising, print and support on social networks and digital channels and all year long off trade and on trade activations and consumer competition.

24 January 2013 - Felicity Murray