This new Smirnoff spot out of 72andSunny New York and Amsterdam opens with a title card -- "Smirnoff Presents Chris Fonseca" -- and then continues on with subtitles for a very good reason: London-based dance teacher Fonseca is deaf.
To a thumping soundtrack, we see him and his class of deaf dancers tearing it up. "I always wanted to be a dance teacher," he explains via subtitle. "I didn't think it mattered that I was deaf.... We can't hear the lyrics, but we feel the beat."
The spot, directed by Zachary Heinzerling, is a continuation of Smirnoff's "We're Open" campaign, and closes with a final thought from Fonseca that resonates with the campaign theme: "We are all the same on the dancefloor."
"We are privileged to work with someone as inspiring as Chris and are delighted to be able to help celebrate and share his story at scale through our 'We're Open' campaign," said Smirnoff Marketing Director Julie Bramham in a statement. "The campaign will run across a number of culturally relevant, innovative channels, and we're excited to launch this next step in our campaign to celebrate diversity and move people to be more inclusive."