Australian singer-songwriter Troye Sivan has teamed up with
Smirnoff Ice to ring in the holidays with a new online ad effort.
The “Snowed In” campaign features several digital shorts, such as seen here, starring Sivan and his friends, who are stranded in his recording studio during a blizzard while he attempts to write a new holiday
anthem. The gang participates in spontaneous jam sessions and gift giving (where every gift is a bottle of Smirnoff Ice). Then a food delivery driver unwittingly becomes a paparazzo, taking
Insta-worthy pics of Sivan and gang (when he was actually just taking a photo to confirm the delivery).
“Troye Sivan just gets it, delivering the exact holiday chaos you want to be
part of,” says Fergus McCarthy, director of Smirnoff Ice, in a press release. That energy carries through everything else we're doing, from sampling events to our not-what-they-seem gift
boxes, with Smirnoff Ice adding that little touch of mischief to the holidays.”
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The shorts run on the brand’s Instagram @Smirnoff. Additional content includes holiday cocktail
recipes, gift wrapping demos and tailgating videos.
The brand has also released a holiday gift box, made especially for White Elephant gift exchanges. The box itself is in the very
identifiable shape of a hairdryer -- yet, when opened, reveals a single Smirnoff Ice.
The gift boxes will be available at sampling pop-ups events across the country throughout the
holiday season. Consumers can sign up to enter to win one of 100 gift boxes via the Smirnoff Ice website through Dec. 12.