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.
Make The Difference
The advert is hilarious.