• by Fern Siegel , 4 hours ago

The House of Suntory has just kicked off Haku Vodka's first global campaign, “Made to Shine.”

The work features Japanese-British singer, actress and model Rina Sawayama in her debut as the liquor's first global brand ambassador. Known for its smoothness, Haku Vodka is made from 100% Japanese white rice.

Johannes Leonardo did the creative, which runs on Suntory’s YouTube and social channels. Frank Lebon directed the sultry ad. It rolls out in the United States, the U.K. and Australia.

Set in Tokyo, the commercial follows Sawayama through the city’s nightlife. As she orders a Haku martini, her quiet assurance reflects a modern expression of Japanese creativity, according to the brand.

Famous for injecting feminist themes into her pop music, Sawayama said of the spot: “'Made to Shine’ stands for going beyond the familiar, challenging expectations and embracing new ways to express creativity. I hope it inspires people to own
what makes them unique and have the confidence to shine.”

Johannes Leonardo's work includes adidas, Oscar Mayer and On The Rocks.

Suntory Global Spirits is the parent company of various liquor brands, including Jim Beam, Maker's Mark, Yamazaki, Hornitos tequilas and Roku gin.