Martini, Jonathan Bailey Launch ‘Off Script’ Campaign

Martini, the iconic 163-year-old Italian brand, has launched its latest spritz offering, ‘Off Script,’ as part of its vibrant ‘Dare to Be’ campaign, with actor Jonathan Bailey as its new brand ambassador. Shot across sun-drenched southern Italy, the campaign blends playful sophistication with Martini’s timeless heritage.

Directed by Bugsy Riverbank-Steel and captured in stills by Jason Hetherington, the hero ad features Bailey swapping his script for a Martini Spritz, embodying a tongue-in-cheek charm and stylish Italian flair. The campaign introduces the Martini Spritz as the season’s star, celebrating the modern aperitivo lifestyle.

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“Jonathan Bailey as our Martini Man ushers in a fresh chapter for the brand,” said Emma Fox, Global Vice-President at Martini. “His effortless charm and spontaneity perfectly align with the Martini Spritz, blending our premium Italian heritage with a playful, contemporary edge for a new generation.”

Martini is also launching Terrazza Martini, an experiential platform bringing the Italian aperitivo to life in over 30 European cities. Through rooftop events, hospitality takeovers, and partnerships with Roma Bar Show and World’s 50 Best Restaurants, the initiative aims to cement Martini’s place in modern daytime drinking culture.

The ‘Off Script’ campaign and Terrazza Martini reflect Martini’s commitment to evolving its legacy while staying true to its Italian roots, inviting consumers to embrace a bold, stylish approach to aperitivo moments.