Smirnoff is reminding consumers that you don't need to live a lavish lifestyle to enjoy the best things in life, and created 'The Fun Percent' to demonstrate just that.
The Fun percent is comprised of an energetic group of people who know how to have a good time. In they ad, they're spotted relaxing in a garden, dancing, interacting with art and more, all while enjoying drinks topped with Smirnoff. The ad features celebrities like Ted Dansen, Laverne Cox and Jonathan Van Ness. The expansive campaign now consists of over eight short ads.
The inclusive ad series reminds consumers that Smirnoff is made for everyone and that "you don't need to have a lot to have a good time."