# Cinematic Italian Aperitivo Campaigns Jonathan Bailey Stars in MARTINI's 'Off Script' By Debra John | Published 2025-06-25 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/jonathan-bailey References: [martini](https://www.martini.com/4) & [instagram](https://www.instagram.com/p/DLUdOyJRrsq/) [Martini](https://www.trendhunter.com/trends/martini-man), the iconic Italian aperitivo brand with a 162-year legacy, unveils a new campaign featuring acclaimed actor, Jonathan Bailey. Known for standout roles in Bridgerton, Wicked, and Jurassic World: Rebirth, Bailey steps into a fresh role as the face of Martini’s summer campaign—continuing the brand’s tradition of [cinematic collaborations](https://www.trendhunter.com/trends/twist-the-script-campaign) with global talents such as George Clooney and Jude Law. Filmed in Southern Italy, the campaign’s short film, 'Off Script,' brings to life Martini’s new brand platform, 'Dare to Be.' The concept encourages a break from routine—inviting individuals to embrace authenticity, spontaneity, and the joy of the unexpected. To conclude the short film, Bailey introduces the 'Martini Spritz,' positioned as the must-try drink of the season. As the aperitivo moment grows in cultural resonance, the partnership signals Martini’s commitment to reaching a new generation of premium beverage consumers. As such, the Martini Spritz collection delivers a contemporary take on the classic serve, offering vibrant, flavorful options suited to diverse tastes and occasions. Image Credit: MARTINI ## Trend Insights (Trend Hunter) - Score: 5.0/10 - Popularity: 49% | Activity: 57% | Freshness: 44% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Related on Trend Hunter - [Regency Gin Campaigns](https://www.trendhunter.com/trends/tanqueray-and-bridgerton.md) - [Relaxing Martini-Inspired Campaigns](https://www.trendhunter.com/trends/spirit-advisors.md) - [Summer-Ready Apertivo Campaigns](https://www.trendhunter.com/trends/apertivo-campaign.md) - [AI-Created Campaign Images](https://www.trendhunter.com/trends/martini.md) - [Spicy Summer Spritzes](https://www.trendhunter.com/trends/simona-spritz.md) - [Martini-Themed Immersive Campaigns](https://www.trendhunter.com/trends/martini-fitting-boutique.md) - [Modernized Vermouth Spirit Ranges](https://www.trendhunter.com/trends/martini-range.md) - [Cocktail-Celebrating Liqueur Campaigns](https://www.trendhunter.com/trends/stgermain-campaign.md) - [Socially-Charged Summer Aperitif Drinks](https://www.trendhunter.com/trends/seasonal-cocktail.md)