Smirnoff has partnered with comedian Trevor Noah and a slew of influencers for a new nationwide ad campaign that celebrates 23 years since Smirnoff Ice was launched.
One of the seven TV spots included in the campaign features Noah giving some “adv-ice” to viewers. “You can never go wrong with the classics. Whether that’s choosing the smell of Ice Original or choosing the next song on the playlist. At this point, social media star LeJuan James makes an appearance, choosing Smirnoff Original Ice and a song on the playlist. “It takes me back,” he tells the woman he’s dancing next to. Noah replies he doesn’t want to go back, mentioning that he can pay his rent now.
The song playing in the background is “Are You My Woman? (Tell Me So)” by The Chi-Lites.
“Smirnoff ICE is out to prove its iconic status only gets stronger with time,” said Trevor Noah.
The campaign also features DIY home and lifestyle influencer Kayla Simone and attorney and personal finance expert Erika Kullberg.
Next month, Smirnoff will debut a tour called “Smirnoff ICE Relaunch Tour” in NYC and will continue in several other cities across the country. All summer long, fans will be surprised with new experiences and performances by a variety of music artists, from mainstay legends to the hottest newcomers on the scene. The brand will also release a limited run of Y2K-inspired merch in partnership with online apparel powerhouses known for flipping streetwear on its head.