Smirnoff has teamed up with Laverne Cox for its new holiday campaign. The Emmy-nominated actress, who is also an LGBTQIA+ advocate, stars in a series of ads for the vodka brand.
One of them features Cox at a festive party, where is shown in unexpected ways including a festive Holiday tree made of Smirnoff No. 21 green apple martinis, a beautifully wrapped bottle of Smirnoff ICE, a Smirnoff Kissed Caramel Moscow Mule cocktail hidden underneath a fruitcake, and zero sugar Smirnoff Seltzer Raspberry Rosé paired with a Chinese takeout.
Best-selling author Toddy Smith, who is a longtime Smirnoff partner, also makes an appearance in the ad as the Chinese takeout delivery person.
“Here’s to not-so-silent nights” an onscreen line reads at the end of the spot, which is scored by 1951 single “Oops” by Ella Fitzgerald feat. Louis Armstrong.
This isn’t the first time Smirnoff has worked with Laverne Cox. The brand initially enlisted the award-winning actress in 2018, for their “Welcome to the Fun%” campaign, which celebrated quality yet affordable vodka for all, and then again earlier this year, for their “Welcome Home” Pride campaign, to welcome the LGBTQIA+ community to New York for global Pride celebrations.
The holiday campaign, which also marks the return – thanks to popular demand – of Smirnoff Peppermint Twist and the Smirnoff No. 21 Ornaments (available in four seasonal designs), runs across TV, digital and social.
“Sometimes, when celebrating the Holidays with friends and loved ones, it’s hard to find a drink that everyone can agree on. At Smirnoff, we offer delicious options for everyone, whether they’re looking for a zero sugar alternative like Smirnoff Seltzers or looking to indulge with decadent flavors like Smirnoff Kissed Caramel,” said Krista Kiisk, Brand Director, Smirnoff, in a press statement. As of their partnership with Laverne Cox, Kiisk said they “couldn’t be more excited to have Laverne onboard for this campaign as she’s the epitome of fun and elegance, perfectly embodying what Smirnoff brings to the table this Holiday season”.