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Martini: Off Script
MARTINI, the iconic Italian aperitivo brand, today announces a new collaboration with acclaimed actor, Jonathan Bailey as this Summer’s ‘MARTINI Man’. Continuing the brand’s legacy of cinematic A-list partnerships, ‘Off Script’ - an expression of its newly established ‘Dare to Be’ platform, was captured across sun-drenched Southern Italy during Bailey’s annual escape. The collaboration shows Bailey as he playfully sheds polished roles, chooses differently and embraces spontaneity with his new co-star: the MARTINI Spritz. Building on its 163 year legacy and expanding momentum in the booming aperitivo category, the partnership with Bailey signals a bold step towards engaging the next generation of premium drinks consumers, and a new era for the brand - while tapping into a growing cultural conversation: when everything looks and feels the same, choosing differently becomes an opportunity for discovery and inspiration. The brand’s partnership with Jonathan Bailey complements its global ‘MARTINI Dare To Be’ platform which runs in OOH, TV and Social across Summer - inviting consumers to step out of the ‘everyday you’ and into ‘your most playful and stylish self’. The ‘MARTINI Dare to Be’ campaign will be activated throughout 2025 reaching a new generation of drinkers. At the heart of the social-first Off Script campaign is a new hero short film — directed by Bugsy Riverbank-Steel and captured in stills by Jason Hetherington — which sees Bailey trading his script for a spritz, in a modern interpretation of the brand’s cinematic advertising legacy. Blending tongue-in-cheek self-awareness with iconic Italian flair, the campaign is designed to resonate with culturally curious consumers this Summer.
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