72andSunny, Smirnoff Ice ‘Keep it Moving’ with an Octogenerian

72andSunny launched a campaign for Smirnoff Ice’s new Electric extension entitled “Keep it Moving” featuring the return of deaf dance teacher Chris Fonseca from 72andSunny Amsterdam’s “We’re Open” campaign and the arrival of octogenerian Instagram sensation Baddie Winkle (Helen Ruth Van Winkle).

Ms. Winkle is shown dancing, winning at Dominoes and generally partying like it’s several decades ago in the 60-second spot. She opens the spot by saying that when she looks in the mirror she sees “a diamond, 87-karat, getting brighter everyday.” Not one to sit on the sidelines, she insists “we were born to shake, dip and roll” and that the only thing she’s in danger of breaking on the dance floor is “your man’s heart.”

The product in question, meanwhile, is shown chilling in a bucket of ice for easy access as revelers make their way on and off of the dance floor. This product extension, which looks like and is packaged like an alcoholic sports drink, is designed to appeal to active drinkers who want something they can guzzle while dancing, particularly EDM-enthusiasts (thus the “Electric” title). Fonseca, meanwhile, returns for his own dance-fueled inspirational ad. While it’s a reiteration of the story told in “We’re Open” it will still be fresh to most of the spot’s American audience.

“It’s not a performance drink; it’s not a sports drink; it’s not an energy drink,” Diageo-Guinness USA brand director of malt beverages  Heather Boyd explained to AdAge. “It’s completely unique to what exists in the segment right now. It doesn’t spill and it’s noncarbonated, so you can shake it and it won’t spurt around.”