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Smirnoff’s new campaign celebrates good times

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Smirnoff is calling upon various of its celebrity spokespersons to celebrate good times with a product everyone can afford.

Titled Welcome to the Fun Percent, the campaign features actor and producer Ted Danson, actress Jenna Fischer, Queer Eye cast member Jonathan Van Ness, actress and LGBTQ advocate Laverne Cox and comedian Nicole Byer.

“We are living in a time when cultural and financial inequality is at its highest. We want to show people that you don't need to spend a lot of money to come together and have a good time,” Jay Sethi, vice president of Smirnoff, Diageo North America said. “Smirnoff is a top quality vodka sold at an affordable price, so that no matter who you are, where you are, or who you are with, you can always responsibly enjoy quality vodka.”

The Fun Percent represents anyone and everyone who wants to have accessible, unpretentious fun, but also do not want to pay too much — and they shouldn’t, the company said.

Spanning several different television ads, each has Ted Danson team up with a fellow cast member to talk about the Norwalk, Conn.-based company’s credentials and heritage.

“It's always fun partnering with Smirnoff because it truly is a quality brand that is made for everyone,” said Ted Danson when discussing the new campaign. “What I love most about this new series is the different personalities that Smirnoff brought to the table and how that came through in the spots. Never would I have thought I would be playing a game of "who wore it better" with Laverne Cox for example — definitely me by the way — but it just goes to show that with Smirnoff, you have the perfect vodka, at the perfect price, to pair with a good time for everyone.”

Each spot encourages fun yet responsible drinking and ends with the tagline “Welcome to the Fun Percent,” the company said.

“I really love what Smirnoff is doing with their Fun% campaign and what it stands for,” Jonathan Van Ness said. “It's all about being unapologetically yourself and having fun the way you see it — and I am living for it! These days I think too many of us get wrapped up in the hustle and bustle of life, work and social media that we forget to make time for having good, old-fashioned fun that doesn't break the bank.”
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