Skyy celebrates its 25th with Irish photographer Tony Kelly

New York agency 5 O'Clock crafts a swanky spot starring creative people with bizarre titles.

In the late 90s, Skyy vodka and agency Hal Riney & Partners laid claim to the color blue in a widespread campaign that challenged Absolut for icon status in the category. Though the brand has lost ground to newer rivals in recent years, 2017 marks its 25th anniversary, and Campari America has tapped a new agency, 5 O'Clock, to launch a program called Make. Every. Day. In partnership with WIRED, the program centers on acclaimed photographer Tony Kelly and a host of creative folks, who appear in the :60 spot bearing some curious titles.