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$20 Million Campaign On Tap For Belvedere Vodka

Belvedere Vodka is rolling out a new ad campaign featuring the work of avant-garde photographer Terry Richardson. Tagged "Luxury Reborn," the effort tries to capture "downtown mavens" and their nightlife. With both print and TV on tap, the campaign stars actor and director Vincent Gallo and music by RZA of the Wu-Tang Clan.

"What's great about Belvedere is they wanted me to stay true to what I do," says Richardson. "They really allowed me to put my own spin on the campaign." Spending will be upwards of $20 million, nearly triple the budget of Belvedere's previous ad campaign, which last saw the light more than a year ago.

"Belvedere invested significantly to launch this campaign, which takes the brand in an exciting new direction," says Sergio Dias, president of Belvedere Vodka. "Terry was the perfect person to bring 'Luxury Reborn' to life and create a campaign which speaks to Belvedere's true fans."

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