The ad, which is styled like a music video, is called Life in the Skyy and it is aimed at “ambitious and style conscious urbanites and young professionals”.
Richard Black, marketing director at Campari International, said: “Life in the Skyy is more than just a television commercial – it’s a communication concept that will revolutionise our position in the South African market. The look is very premium and global, in keeping with the brand, and this is emphasized by the use of a cast of international actors. It’s something that South Africans can really enjoy and engage with because it’s born out of real insights and showcases the kind of modern, sexy and exciting brand that is so popular here.”
The advert is part of a marketing campaign which includes a print campaign and support on social networks and digital channels. The company would not disclose investment figures.
