MARTINI has introduced Jonathan Bailey as its official ambassador and the new face of The MARTINI Man, in a multi-year collaboration that connects the brand’s legacy with modern Italian ease, aperitivo culture and a generation that seeks less formality and more style from social moments.
Instead of the classic idea of a man from an advertisement, the new story moves toward a more relaxed version of charm. Bailey enters the film as someone who still needs to master the rules of sprezzatura, that kind of confidence that looks unforced, but never accidental. On the coast just outside Venice, he is welcomed by an enigmatic Maestro and introduced to his new role, one that does not rest only on a suit, a glance into the camera or a perfect entrance, but on the way a moment is shared with others.
The film, created by agency New Commercial Arts, begins with Bailey arriving in an original MARTINI Racing car from the seventies, as a reminder of the brand’s racing heritage. What follows is a series of stylized, but deliberately playful initiations. Bailey learns what a proper aperitivo entrance looks like, how to wear a timeless look inspired by old MARTINI visuals and how a single glance toward the camera can become a small social ritual.
The story ends with a MARTINI Bianco Spritz, the drink at the center of the new MARTINI Spritz Collection. The collection is designed for contemporary aperitivo moments, from the light and refreshing MARTINI Bianco Spritz to the more intense MARTINI Bitter Spritz, alongside the non-alcoholic options MARTINI Floreale and Vibrante.
According to research by MARTINI, 57% of Europeans say they rarely step outside their comfort zone, while 66% find the idea of living with an “Italian mindset” appealing. For the brand, that mindset is not tied only to Italy or travel, but to the way people host others, enter a space, choose what to wear, talk and give ordinary moments a little more attention.
Bailey described the role as an invitation to joy and confidence. “Stepping into the iconic role of The MARTINI Man is an honor. It’s exciting to me because it is about stepping outside your comfort zone, finding confidence and living joyfully. It is about bringing that exhilarating spark of Italian style into everyday moments,” said Bailey.
An important part of the partnership will also be support for The Shameless Fund, the not-for-profit organization Bailey launched in 2024 with the aim of supporting LGBTQ+ people and organizations working on the front line. MARTINI and Bailey will continue to develop future brand activations and projects connected to the fund throughout the multi-year collaboration.
The campaign is running globally across television, streaming platforms, digital and social channels, with experiential activations. In addition, MARTINI has announced a summer takeover of Milan, a city strongly connected to fashion, style and aperitivo culture, as well as wider TERRAZZA MARTINI activations in Milan, Madrid, Berlin, St Tropez and New York.
