It’s one of the largest marketing campaigns in E&J Gallo Winery’s 84-year history. Gallo owns the brand.
The campaign, “Pour Your Soul Out,” which champions those who share an unrestrained passion for everything they do, whether pursuing their dreams or celebrating with an epic night out.
The campaign, created by advertising agency of record David&Goliath, features an up-and-coming drummer as he gives 110% to his art, whether practicing in his tiny apartment at 4 a.m., performing at the local dive bar or in an empty subway station believing that it will lead to achieving great things.
The 30-second commercial features drummer Omari Williams, an accomplished drummer who has toured with major artists and contributed to several albums. The campaign also includes a 78-second extended version of the commercial that will run online and on digital.
“A hard-working spirit flows through everything we do,” said Michael Sachs, Director of Marketing for New Amsterdam Spirits. “New Amsterdam Vodka has always been inspired by those who keep their heads down, hustle hard and do what they love. That’s been our approach to crafting our vodka from the start.”
The commercial premiered during the NBA Finals on tonight (6/1) and will continue to air throughout June during primetime editions of SportsCenter on ESPN. The campaign launch will include a strong digital presence, with a 24-hour YouTube masthead takeover to reach every single person 21 and over on YouTube, a national Snapchat filter and a homepage takeover on Spotify.