The campaign reinforces SKYY Vodka’s position as the drink of choice for the world’s most stylish party people. The result offers a taste of the glamorous lifestyle associated with the spirit in the world-famous cobalt blue bottle. Targeting ambitious and style conscious urbanites and young professionals, SKYY Vodka is portrayed as the spirit to be seen with, adding a touch of class to elevate any moment.

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.

Richard Black, marketing director at Campari International, said “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 emphasised 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.”

Graham Lang, chief creative officer at Y&R, developed the creative concept for the new campaign. “SKYY Vodka is a very aspirational brand - synonymous with the high life - and we wanted to create something very simple that would perpetuate this truth. The music video reflects the A-list crowd who has made SKYY their vodka. A combination of slick, cool visuals and an exclusive soundtrack from Lerix give the advert a premium, stylish feel that reflects the essence of this one-of-a-kind spirit.”