NEW AMSTERDAM VODKA | FIND YOUR WINS

The opening credits to Judd Apatow’s Knocked Up is one of my all-time favorite movie scenes. It’s so simple yet so earnest. Just real friends doing real friend shit over a killer music track. While the industry tends to strive for big, sweeping launch films, we decided to channel that Apatow spirit in New Amsterdam Vodka’s newest campaign. As the Official Vodka of the NHL, we avoided hyperbolic stories about vodka and hockey and instead focused on the act of winning. Characterizing “wins” as quiet, authentic moments that bond a group of friends. Nothing over the top—just showing and celebrating male camaraderie. Or, as Preacher’s CCO Rob Baird said, “A loveable bunch of ding-dongs doing ding-dongery.”