• by Teresa Buyikian , August 13, 2025

A new effort from a classic Italian aperitivo uses a popular actor to introduce its own summer spritz.

The campaign for Martini stars British actor Jonathan Bailey, best known for his roles on “Bridgerton” and in the film version of “Wicked.”

The :60 campaign spot, seen here, takes place in stunning southern Italy, where viewers are prompted to go “off script” this summer and embrace spontaneity. According to research by Martini, “62% of people believe that day-to-day choices—from holiday spots to hobbies and even their go-to drinks order—have become repetitive or predictable… with 65% in agreement that being 'intentionally spontaneous' is a positive trait.”

The spot opens on a luxurious Italian cliffside overlooking the ocean. Baily is seen reading a script when he says “sometimes we all need to go off-script” as he flings the pages aside.  As he proceeds to walk down a charming cobblestone street, he pines for “something different” and trades his old sunglasses for round rose-tinted shades. “Be spontaneous” he says as he walks into a lively outdoor bar area, asking the bartender for a “spritz,” which then clarifies “a Martini spritz.” He joins the crowd of beautiful people with spritz in hand, saying “I can’t wait for the sequel.” A super reads “L’inizio,” which translates to “The Beginning,” teasing the audience with another yet-to-be-released spot.

The new “Martini spritz” is the brand’s take on the immensely popular summer spritz trend (which is experiencing an 8% year-over-year increase, per the brand). Its version contains three parts Martini Prosecco, two parts Martini Bianco and one part soda served over ice with fruit garnishes.

The brand is extending the campaign to pop-up experiences, to be held at at 30 rooftops, bars and piazza locations across Europe, including Barcelona, Berlin, Milan, Madrid and Antwerp. The ad will run internationally on broadcast as well as online.