Regular People Star in Not Celebrity Vodka's New Campaign

Not Celebrity Vodka, a new LA-based alcoholic company, has given up on its search for celebrity endorsements. Instead, it has cast everyday heroes to be the stars of its latest campaign.

Together with agency Dumb Draper, the company has released two new spots that shine the spotlight on regular people to promote its vodka. 

Not a star is born. pic.twitter.com/A139jY4aAh

— Not Celebrity Vodka (@notcelebvodka) July 9, 2024

By treating a plumber and a nurse as if they were celebrities, the campaign positions Not Celebrity Vodka as an accessible and relatable brand made for normal people. 

When it comes to its origins, Not Celebrity Vodka was born out of the "stark reality" that celebrity recruitment would be a difficult task, and that a lot of celebrities were already tied to an existing alcohol brand. However, it leaned into this challenge and crafted a recipe that marries quality with affordability.

"Not Celebrity Vodka proudly holds the unique distinction of the NOT FAMOUS stamp of approval, symbolizing its authenticity, quality, and inability to get a famous person to sponsor it," the brand shared.

The Real Stars

In a 30-second spot, a plumber is chased down by a hoard of paparazzi, asking him for a smile. They begin to storm him with questions like "What did you fix today?" and "What are you gonna do tonight?" as the man answers nonchalantly. 

After being asked what he was drinking, he proudly whips out his Not Celebrity Vodka bottle from his toolbox, which surprises the crowd.  "So, no celebrities involved?" one cameraman asks. 

The plumber says no, and the hoard begins to walk away, instantly losing interest in the man and his product. 

"Nurse" kicks off with a woman telling the audience that all she wants to do after a shift at the hospital is to unwind. "That's why I always reach for a bottle of Not Celebrity Vodka," she tells viewers, then pours it into the glass, before the director yells cut.

She runs through her lines again with the director. "And there are no celebrities involved?" the nurse makes sure, to which the director says "no" as the spot ends.

The two commercials will be accompanied by several marketing initiatives throughout the brand's social media.