Belvedere Vodka: Destiny – James Van Der Beek
Belvedere Vodka has launched its new commercial in support of (RED), which the luxury vodka house has partnered for the past five years. Belvedere’s #MAKETHEDIFFERENCE campaign encourages people to join the fight against AIDS, raising funds through the sale of a (BELVEDERE)RED limited edition bottle designed in a collaboration with James Van Der Beek.
Released on World Aids Day (1 December) Destiny, the new advert, is part of the brand’s partnership with RED, a non-profit co-founded by U2’s Bono, in its quest to raise awareness and funds to fight HIV/Aids.
Directed by Dugan O’Neal and starring Van Der Beek, the advert is shot in black and white and pokes fun at the go-to clichés of drink commercials.
Belvedere proudly donates 50% of its profits from every bottle of (BELVEDERE)RED sold to the Global Fund to fight HIV/AIDS in Africa. The campaign will get maximum visibility in 35 countries, including strong digital activations, targeted efforts in on-premise establishments as well as retail stores.
The campaign official hashtag is #MakeTheDifference
“Belvedere is delighted to continue the (BELVEDERE)RED campaign with the help of these passionate artists, who are as dedicated as we are to spreading awareness and being a part of the change to end the transmission of HIV from mother to child. Together, we can Make The Difference.” said Charles Gibb, President of Belvedere Vodka.