MARTINI MAN
A campaign that taught the world's sexiest man to be a little more Italian, and reawakened an icon for a new generation.
(CLIENT)
MARTINI
(YEAR)
2026
(MY ROLE)
Strategist
(AGENCY)
New Commercial Arts
When people thought of MARTINI, images of George Clooney and the classic MARTINI ads conjured up in their minds. Great ads, but dated - leaving MARTINI in the past and largely in the hands of an older generation.
Meanwhile, spritzes were driving category growth among a younger audience who prefer a lighter serve.
With a new range of spritzes to launch and a partnership with Jonathan Bailey, all that was left was for MARTINI to reimagine itself.
Strategy.
Aperitivo is an Italian ritual, but most brands are just selling an imitation of it.
So, rather than running away from our Italian roots, we decided to lean right back into them. How you arrive, how you host, how you make the everyday feel a little more special.
And what better way to show it than by giving the world's sexiest man a few lessons?
Creative.
Mandala’s refreshed site helped them attract more aligned clients while positioning them as a calm authority in their space.
We taught Jonathan Bailey how to be a little more Italian.
On a sun-drenched coast in Northern Italy, an enigmatic maestro walks him through the art of sprezzatura, from the perfect aperitivo entrance to the glance down the camera.
Does it feel a little Bond? Yes. Yes it does. Just like the Clooney ads of old, only this time with a spritz in hand.
