Another familiar face has taken on the role of the Martini
Man in a new campaign for the Italian aperitivo.
British actor Jonathan Bailey, best known for his role as Lord Anthony in the hit Netflix series “Bridgerton,” (and the first
openly gay man to hold the title of People’s “Sexiest Man Alive”) stars in a new summer campaign for Martini. Bailey is the second celeb to recently hold the Martini Man
title, with previous efforts starring George Clooney.
The new campaign kicks off with a short film, seen here, which takes place on a
sun-drenched coast just outside Venice. After Bailey pulls up to a villa in an original 1970s Martini Racing car, he is welcomed by “an enigmatic Maestro,” as he then begins training for
his next role as the brand’s famous Martini Man. The Maestro proceeds to coach Bailey through various rituals of modern Italian style, such as making the perfect aperitivo entrance, dressing for
the role and even how to look at the camera.
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The spot concludes with toasts with Martini Bianco Spritzes, the brand’s new cocktail made with Martini Prosecco, Martini Bianco, and soda
garnished with mint, lemon and strawberries.
“Jonathan Bailey brings exactly the right energy to The Martini Man: stylish, self-assured, playful and effortlessly magnetic. He has a
natural ability to make every moment feel both aspirational and accessible, which makes him the perfect partner for Martini,” said Emma Fox, global vice president of Martini, in a release.
The campaign is currently rolling out globally across TV, streaming, digital, social and experiential executions. The effort runs congruent to the brand’s wider Terrazza Martini activations
this summer in cities such as Milan, Madrid, Berlin, Biarritz, Montpellier and New York.
