The Smirnoff Nightlife Exchange Project - Now Pharrell joins the fun!

Not content with getting Madonna on board, Smirnoff have also secured an exclusive collaboration with global music and culture icon Pharrell Willliams, who you may have seen featuring in a brand new TV and online advertising campaign created especially for Australia.

Pharrell, a master collaborator himself, leads the campaign from start to finish, as the viewer is taken on a journey of how his mixes are created. He explains how the best music can be made only when the artist starts with a blank canvas. He builds his track Truth or Dare by adding layer upon layer of elements, one at a time – the beat, the groove, the vocals – the result, a full impact mix that you can’t help dancing to.

In case you hadn't worked it out already, the inspiration of the campaign stems from the way a bartender mixes a drink. Excited to be part of the initiative, Pharrell says, “What really works the best is when opposites attract. This is how I work when I collaborate with talented musicians, I take the true substance of their sound and mix it with what I think complements it best. I like how Smirnoff present a pure vodka, perfect for mixing – this is what I try to do with my music, so I agreed to be a part of this campaign.”

Want to see more than the above clip? Head to the Smirnoff Australia Facebook page to check out exclusive “Behind The Scenes” footage from the shoot including interviews with musicians involved. Also, an added feature of the campaign will be that whilst viewing the commercial on TV, smart phone users will be able to use the Shazam app to access additional footage and further information on the campaign from an exclusive micro website – a first for a TV commercial in Australia. Snazzy, hey?