The campaign, developed by The Union, targets Vladivar's core audience of 18- to 24-year-old vodka drinkers. The portly American alternative pop star Har Mar Superstar fronts the ads.
The 30-second spot features Har Mar Superstar dressed in various costumes in different scenes - such as riding an automated bucking bronco and dressed as a posh tennis player - explaining why he is the new face of Vladivar.
The strapline runs: "Some people have just got it."
"Vladivar is the number-two vodka brand in value terms and has held its position with little consumer communication over the past three years," Glen Gribbon, the brands director at Whyte & Mackay, said.
"We believe it has huge potential and, as part of the £50 million investment in our core brands, we have developed a new TV campaign for Vladivar," he added.
The ads, which encourage drinkers to debunk everything that is pretentious and over-inflated in life, will be shown on Channel 4, regional areas of five, and Scottish TV as well as national satellite channels.
The relaunch also sees a national outdoor six-sheet poster campaign and viral versions of the TV ad.
The commercials were written by Adam Smith and art directed by Mark Williams.
Ruben Fleischer directed through the production company Stink. Media planning and buying is by Feather Brooksbank.