The work from ad agency Ogilvy sees the actor become this summer’s ‘Martini man.’
Ogilvy ad for Martini
Building on its 163-year legacy, Martini is introducing its latest spritz offering with Jonathan Bailey as brand ambassador. ‘Off Script’ is part of the ‘Dare to Be’ campaign and was captured across sun-drenched southern Italy.
The hero ad was directed by Bugsy Riverbank-Steel and captured in stills by Jason Hetherington. It sees Bailey trading his script for a spritz, blending tongue-in-cheek self-awareness with stylish Italian flair.
Advertisement
“Our partnership with Jonathan Bailey as this summer’s Martini Man marks a new era for the brand,” said Emma Fox, global vice-president at Martini.
“He captures the effortless charm and stylish spontaneity of today’s aperitivo lifestyle, alongside the true star of the season – the Martini Spritz. We’re setting the tone for the future – a Martini that’s as playful as it is premium, bringing our authentic Italian heritage to life in new ways for a new generation.”
The campaign also launches Terrazza Martini, a new experiential platform bringing the Italian aperitivo lifestyle to over 30 European cities through rooftop events, creative partnerships and hospitality takeovers. Strategic collaborations with Roma Bar Show, World’s 50 Best Restaurants and others aim to deepen Martini’s presence in modern daytime drinking culture.
Ogilvy
Ogilvy has been creating impact for brands through iconic, culture-changing, value-driving ideas since the company was founded by David Ogilvy 75 years ago. It builds...