Svedka launches its new marketing campaign with the question: «R U BOT OR NOT?» A playful challenge to hip socializers and vodka lovers everywhere that references its iconic spokes-bot, Svedka_Grl. Coming off a year that saw record breaking sales growth for the brand, the new multi-platform campaign is highlighted by Svedka’s first ever TV commercial that features a futuristic take on the ’70’s robot dance. It also marks the CGI debut of the Stan Winston («Iron Man,» «Terminator,» «Jurassic Park,»)-designed Svedka_Grl.
The «Soul Train meets the year 2033» future/retro themed commercial was directed by Francis Lawrence (whose credits include Lady Gaga’s «Bad Romance» video) and features a cover of the Jackson 5 classic song «Dancing Machine.» The 30 second spot debuts March 1.
Approached like a big budget music video, this special effects rich, high-energy dance spot was a collaboration of top talent. Director Francis Lawrence (Britney Spears’ «Circus,» Justin Timberlake’s «Rock Your Body,» Gwen Stefani’s «What You Waiting For») teamed with choreographers Rich and Tone Talauega who have worked with the Black Eyed Peas, Madonna, Usher, Pink, Jennifer Lopez, and Michael Jackson, who discovered the dancing duo when they were teenagers.
Svedka’s singular message «R U BOT OR NOT ?» will be supported by out of home billboards. Online will be an important media vehicle to drive home the brand message, through banner ads that link to Svedka’s Facebook fan page which is a destination point for all Svedka content throughout the year, as well as a place where consumers can view the commercial.
R U BOT OR NOT? will invade bars across America with signature SVEDKA cocktails. Svedka custom photo booths will drive bar promotions where partygoers can download their photos and viral videos showing them doing their interpretation of the «BOT DANCE». All videos and photo stills can be shared on www.facebook.com/ Svedka (subject to terms of use and eligibility) where consumers can vote which pictures are the most BOT.