Smirnoff has released a TV campaign across four African countries for its Ice Double Black and Ice Double Black Guarana drinks, as part of a push in the continent by parent company Diageo.
The campaign has been created by 72andSunny Amsterdam. It is called "the double side" and follows three young men who turn places of business into entertainment venues come the evening.
For example, one uses a boxing ring to host rap battles, while another uses a conveyor belt as a makeshift catwalk.
The soundtrack is We Don’t Care by the Audio Bullys. The TV spot is backed by more films, print, outdoor and radio executions, in addition to digital music downloads
The work was written by Emiliano Trierveiler and directed by Martin Krecji through Stink. It will run in Kenya, Nigeria, Uganda and Angola beginning this month.
Liz Ashdown, Smirnoff Africa’s regional brand director, said: "Africa is one of the most exciting markets in the world at the moment. It has a vibrancy and confidence running through its veins that makes it distinctly different to other markets across the world."
"The journey of cultural immersion that we undertook with 72andSunny Amsterdam was fundamental to understanding the intrinsic energy of this culture, and how we could enliven the imagination of African consumers."
The Smirnoff campaign comes one month after another Diageo brand, Guinness Africa, launched a high profile campaign.
According to forecasts, Africa’s alcoholic drinks market will increase to $61.2 billion in 2018, up from $39.3 billion in 2013.
This article was first published on campaignlive.co.uk