Diageo's Smirnoff has announced the appointment of Grammy-nominated pop star Troye Sivan as its global brand ambassador. 

The partnership will show up across social, OOH, digital, in-store and through event activations in 20-plus countries including the UK, Brazil, Australia and India over the coming months.

Smirnoff will also be sponsoring Sivan's Australia and New Zeland tour, which will feature exclusive after-parties in Sydney and Melbourne.

To highlight this multi-year association, the vodka brand has rolled out a campaign 'Go Off' conceptualised by McCann New York, which builds on the brand's 'We Do We' tagline, also created by the same agency.

The campaign features an ad film, in which Sivan is at a press conference to announce his new role as the brand's chief vibes officer. Wearing sunglasses to ward off the flashing cameras while sipping a cocktail, he explains that the job is real - he even has a business card - and that his mission is to see everyone 'go off'. The film culminates with a cheeky comment by the brand saying 'legally we have to say that chief vibes officer is not a real title and is used solely for promotional purposes. Please do not tell Troye. 

What do we think about it: The brand has made significant efforts both in India and globally to demonstrate its support for the LGBTQ+ community. Partnering with a widely recognised artist like Troye Sivan, who identifies as queer, reflects a strong alignment with the brand's values. The 'Go off' term is a slang used with the queer community to hype someone up which will resonate with audiences who know the meaning. The creativity of the campaign and the film will likely resonate with a younger audience, making it an innovative way to announce the appointment of a brand representative. The tongue in cheek ending with the brand's side note was the icing on the cake!

Stephanie Jacoby, SVP - global vodkas, Smirnoff, said, "We are so excited to partner with Troye - as someone who radiates joy and shares our 'We Do We' spirit he is the ultimate vibe shifter for his fans all around the world. We knew from the moment we first spoke to Troye and his team that this was going to be something truly special – we share a passion for fun, for bringing people together and for not taking ourselves too seriously. I am delighted to welcome our new chief vibes officer to the team, Troye is the perfect fit, and we can't wait to collaborate over the coming months together – exciting things to come!"

The campaign was rolled out on Instagram and YouTube on 18 November.