Dive Brief:

• Diageo's Smirnoff has partnered with actor, author and environmentalist Ted Danson for a series of humorous video spots featuring a self-deprecating Danson explaining the vodka brand's U.S. heritage, quality and price point, according to a company press release. In the ads, Danson tries to resist the notion that he's inherently elitist and only likes expensive vodka because of his fame, and in one ad is surprised at how cheap Smirnoff actually is.  
• The campaign is an extension of the Smirnoff No. 21 vodka campaign "Only the Best For Everyone." The five videos in the series range from 15 seconds to 1:01 minutes in length, and some will also be used as national TV spots later this year, the release said.
• Only the Best for Everyone previously worked with model and cookbook author Chrissy Teigen for a series of online and broadcast ads in March.

Dive Insight:

Smirnoff is likely releasing its latest slate of ads on YouTube first in an effort to gain organic views and even a little virality, with plans to later repurpose that content for paid media — a strategy brands are increasingly opting for to extend reach across channels and also the longevity of campaign shelf life.

The creative in the Danson ads also leans heavily on the iconic actor's knack for humor, which can be a winning strategy. Research from eZanga from last March found 30% of respondents were less likely to skip video content if it was humorous. At the time, eZanga.com's director of marketing Michelle Brammer told Marketing Dive that, instead of the old "sex sells" adage, comedy is what really sells with modern video advertising, and it's a tactic Smirnoff has recently leaned into. 

In June, the Diageo brand ran an outdoor ad campaign that poked fun at the alleged collusion between the Trump administration and the Russian government, sparking social media buzz and a lot of earned media. The campaign included copy that read: "Made in America. But we'd be happy to talk about our ties to Russia under oath." The Danson video reiterates the "Made in America" messaging from Smirnoff.