• by David Goetzl , May 16, 2011

High-end vodka Ketel One will launch an estimated $9 million campaign that includes spots on Discovery, ESPN and Comedy Central. With a "Gentlemen, This is Vodka." theme, created by Grey Worldwide and directed by David O. Russell, the effort will have three different spots that form a serial. A song from Brooklyn-based band Alberta Cross will be in all three commercials before being featured on the band's coming album. The campaign, from Ketel One parent Diageo, runs through September.

The Oscar-nominated Russell has directed two blockbusters: "Three Kings" and "The Fighter." The Ketel One effort marks his debut in advertising.

The spots recount "a remarkable night out among friends," with the third showing the night ending "responsibly with a taxi ride home."

Other aspects of the campaign include out-of-home executions in cities such as New York, Houston and Cleveland and a presence on Hulu and CNN.com.

Other Diageo brands, such as Johnnie Walker and Smirnoff, do significant TV advertising.