Taika Waititi and Future Bring Luxury With a Twist to Belvedere Ad

Taika Waititi and Future Bring Luxury With a Twist to Belvedere Ad 

The short film introduces a pricey new line extension, Belvedere 10

Ads for top-shelf liquor usually lean heavily and stereotypically into the 1% lifestyle, with beautiful people hanging out in exotic settings where the common folk aspire to tread.

The new campaign for Belvedere 10, a $150-per-bottle line extension of the flagship vodka, goes for a slightly different kind of chic, while adding a dose of humor that’s largely absent from the category.

The cinematic spot comes from director Taika Waititi, who stars alongside Grammy Award-winning artist Future. It takes place at a dilapidated hacienda-turned-nightclub where the bartender—Waititi as a grill-wearing Kiwi cowboy—demands an elaborate and increasingly ridiculous secret handshake before he’ll rustle up a cocktail.

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T.L. Stanley

T.L. Stanley is a senior editor at Adweek, where she specializes in consumer trends, cannabis marketing, plant-based food products, pop culture and creativity.