Digital agency Modus Operandi celebrated World Martini Day for luxury vodka brand Belvedere with a series of 15-second online ads.
The ads, such as the above “World Martini Day: Because Global” appropriate the “Because…” meme for the brand’s purpose, in this case with a look at major cities around the world in anticipation of World Martini Day. which took place on June 19th. Other ads include “Because Dry,” “Because Twist” and “Because Stirred.” As is often the case with brands appropriating such memes, the results feel forced, doing more to detract from the meme than enhance the brand. Aside from the “Because…” issue, the spots feel generic and, in their celebration of World Martini Day, could have been used to promote any vodka brand. But if you’re bummed that you missed out on World Martini Day, the brand has documented some of the celebrations on its website.