As the dreamy duke from Bridgerton, Regé-Jean Page worked his smoldering magic to win over his on-screen love interest, along with a massive Netflix audience.
In a commercial for Seedlip, the heartthrob exercises his literal sleight of hand to promote the booze-free spirits brand and drop a new tagline, “Choose Different.”
The spot debuts during Sober October, an increasingly popular challenge with those moderating their alcohol intake or abstaining all together. It intends to get a jump on the key holiday selling season, with the resolution-heavy Dry January just around the corner.
The timing also coincides with an explosion in the non-alcoholic category—now jam packed with nascent brands—and represents the most significant Seedlip campaign since liquor giant Diageo acquired a majority stake in the company in 2019.