Diageo has announced a £1m media spend for Smirnoff behind a cover of the Kiss classic Crazy, Crazy Nights as featured in the brand’s two new 30-second ads.
The campaign is airing on television and in cinemas throughout December in the UK, almost 25-years since the original song hit number four in the UK charts in 1987.
The stripped down version by New York producers Big Foote features US vocalist Sun for Moon and was chosen for the campaign which celebrates the ‘Be There’ moments generated by the recent global Smirnoff Nightlife Exchange Project.
Sun for Moon is fronted by Charlene Ava, an American born Egyptian singer, writer and multi-instrumentalist, with a sound influenced by her time living in Nashville, New York, London and Cairo.
The anthem is supported with a remix by DJ Hardy, the music producer who performed at the recent Smirnoff Nightlife Exchange event in New York City, where Madonna appeared.
Originally from France, the New York based producer and composer’s profile is growing with a sound which marries hip hop, R&B, house and electro.
Neil Skinner, Marketing Manager for Smirnoff GB said:
“Crazy, Crazy Nights is a classic song and the ad showcases brilliant original nightlife of which Smirnoff is at the heart.
“The track will remind the thousands of revellers who attended the Smirnoff Nightlife Exchange Project this year of those ‘Be There’ moments, those special times during a memorable night about which you can say ‘I was there’.”
Taking place last month, the Smirnoff Nightlife Exchange Project was an initiative which saw nightlife lovers in 50 countries around the world discover, share and swap their nightlife experiences on the same night.