Smirnoff recently launched the ‘We’re Open’ campaign in an effort to connect with Millennials to celebrate diversity and inclusion.

The campaign will launch in Mexico and expand to a global market in 2017.  One of the cool things about the campaign is the cultural significance that is being placed on each advertisement story. For example, “the three spots – “Naafi”, “Uchi” and “Yolanda” – each highlight stories that highlight inclusion, diversity and acceptance. Yolanda, raises awareness about drag queens with the message: “It’s okay to be different, get on board (LGBT). Everyone is invited to the party because diversity is all around us and it’s a cause of celebration.”

The campaign will appear in local and national TV ads through Sony, AXN, Warner Channel, Space and digital media.