An estimated £4 million is being put behind the latest promotion, which will break in the UK later this month before rolling out across other key European markets.
Tia Lusso, a blend of coffee, rum and cream, is presented as a lighter alternative to the Diageo-owned Baileys.
The 141 creatives Noel Hasson, John Cook and Mark Sephton created the 30-second spot featuring a group of young women arriving at a big city party in their stretch limo.
On arrival, they are intrigued by an ice sculpture of a well-endowed naked man. As the women exchange knowing glances, one takes an ice pick and chops off the statue's private part which she drops into her glass of Tia Lusso.
Media planning and buying is through ZenithOptimedia.
The film, which features music by the garage star Jaimeson, was directed by Who? through Great Guns.