LVMH-owned Belvedere partnered with superstar rapper Future and director Taika Waititi for its new Belvedere 10 vodka commercial and ad campaign
Belvedere is doubling down on its new single-estate luxury vodka, Belvedere 10, by teaming up with Grammy Award winner Future in a new commercial directed by Taika Waititi. The brand launched the spirit last fall.
“A beacon of luxurious style and flawless character,” says the brand, Belvedere 10 is crafted from the single harvest of one rye field alone. The new campaign behind the bottling features an ensemble that includes two white 70’s Rolls Royces, crocodile boots, a dilapidated hacienda turned nightclub, a New Zealand cowboy, and Future as leading man.
The three minute-length director’s cut opens on Future on a dusty road at sunset as he searches for= Belvedere 10. The climax finds the rapper facing off with Taika Waititi executing an intricate and coded handshake.
Vogue Australia Editor-in-Chief, Christine Centenera, styled the campaign, while skateboard and culture photographer Atiba Jefferson photographed it. Grammy award-winning Producer ATL Jacob curated the original soundtrack.
“I loved that there was a readiness to craft something unedited, genuine, and resolute,” says Future about the campaign. I appreciated the concept that you cannot feign it; you must genuinely embody it. This campaign delivers its message unapologetically. It balances simplicity with architectural extravagance, much like Belvedere 10.”
Waititi added, “There is a fine line that allows humor and rebelliousness to exist within luxury. This campaign embodies a rare moment where this intersection meets. There is no doubt Belvedere is one of the coolest alcohol brands in the world.”
For more information, head over to Belvedere’s official website.