Acclaimed rappers-slash-entrepreneurs Snoop Dogg and Dr. Dre have just unveiled a stunning new campaign for Still G.I.N., the latest product under their joint brand Dre & Snoop.
The glamorous spot takes us back to the swing era, reviving the legendary Frank Sinatra and Sammy Davis Jr. of the Rat Pack using cutting-edge AI technology.
It was helmed by agency Rosewood Creative, with help from director Dave Meyers and generative AI entertainment company Metaphysic.
Together, the team collaborated with the estates of Sinatra and Davis to accurately depict the two icons in a respectful manner.
In a statement to PEOPLE, Tina Sinatra, Ol' Blue Eyes' daughter, shared how watching the commercial was both "thrilling and exciting for her."
"It's a celebration of timeless artistry, breaking barriers, and the enduring legacy of collaboration across generations," she added.
Showcasing the 42.5% ABV gin in its sleek black bottle, this marks the first major campaign for the premium spirit, following several campaigns that were launched for the first product under the Dre & Snoop brand, Gin & Juice, which was named after the duo's 1994 hit.
Take a seat, fill your glass. Still G.I.N. by @DreAndSnoop is available near you. Shop now: https://t.co/J7FkKx5K4Fpic.twitter.com/Fj2fVmxeyj
— Gin & Juice (@DreAndSnoop) November 29, 2024
In today's marketing landscape, brands and celebrities have become closer than ever, sometimes merging into one entity that capitalizes on the star's success.
Still G.I.N.'s debut ad presents a new type of influencer marketing that is inherently an aspect of the brand itself.
By partnering with specialized agencies to effectively utilize AI to honor legendary figures in the music industry at a time when many brands are receiving backlash for AI-generated campaigns, Still G.I.N. ensures positive reviews, increasing awareness and recognition.
Still Here, Still G.I.N.
Titled "Still G.I.N. For Everybody: A Toast Between Legends," the full 90-second commercial begins with Dr. Dre and Snoop Dogg walking into a swanky club, attracting everyone's attention.
Soon, they catch the eye of the AI-generated Sinatra and Davis, who are standing at the bar.
Sinatra asks Davis who they are, and the latter explains that he heard Dre and Snoop are "the new gangsters in town."
Cheers to the good life with #StillGIN – defiantly smooth, crafted for iconic celebrations. pic.twitter.com/XtYxW8Ro3Z
— Gin & Juice (@DreAndSnoop) December 10, 2024
Davis then calls Brenda, the bartender, and Sinatra asks her to "tell those guys" they'd like to meet them.
Eventually, the four legends meet to share a toast, enjoying shots of Still G.I.N. with everyone, closing the spot.
Earlier in May, Gin & Juice by Dre & Snoop inked a multi-year deal with the Arizona Bowl, becoming the official presenting sponsor for the postseason college football game.
