Smirnoff "#WhatWeBring" by 72andSunny New York

Smirnoff has launched the Smirnoff Electric range in the UK by commissioning a song and music video.

The video for Give It To The Moment, by Kiesza and Djemba Djemba, shows bright young things around the world on a night out enjoying shots of the new fluorescent drink. 72andSunny partnered with Vice’s in-house creative team and its social media division to create the campaign, the second part of which is a documentary showing the track being reinterpreted by other artists. BRTHR directed the music video while Danny Abel shot the documentary.

Become a member of Campaign from just £51 a quarter

Get the very latest news and insight from Campaign with unrestricted access to, plus get exclusive discounts to Campaign events.