Rapper-songwriter-producer 21 Savage adds another role to his resumé as the first ambassador for Pernod Ricard’s relaunched Avion Tequila campaign. The theme — about taking a borderless approach to life and creativity — ties in with 21 Savage’s immigration status and his love of flying as a pilot.
“When I’m in the air flying, there’s nothing like it,” says 21 Savage in a long-form video for the campaign titled Depart.Elevate.Arrive. “There are no boundaries, no borders, no traffic … elevation is what everybody should strive for in life. Just building, building and going up … setting your goals and accomplishing them. Elevation is the key to life.”
The full video can be viewed here:
Night After Night is the agency helming the Avion Tequila campaign with Savage, who’s co-managed by Kei Henderson of Since the 80s. The firm’s previous campaigns featuring music artists include Love Thy Neighborhood and #LoveThyBar for Jameson Irish Whiskey with Anderson .Paak and Make Your Statement for Martell Cognac in partnership with Quavo of Migos and the culinary collective Ghetto Gastro.
In an exclusive statement to Billboard, Night After Night co-founder and chief creative officer Casey McGrath says, “We’re excited to continue to tell these stories about living with a borderless mindset literally and figuratively. Our ultimate goal is to get 21 Savage back up in the air, both touring internationally as well as eventually helping him to secure his pilot’s license, with the brand supporting his creative passions along the way.”
Of partnering again with Night After Night for the Avion relaunch campaign, Paul Di Vito, Pernod Ricard USA’s vp marketing, adds, “I have been working with Night After Night for almost a decade now. They helped propel Jameson from being a niche whiskey brand to an industry juggernaut — without it losing any of its cool — in our most recent partnership with Anderson .Paak. There’s not another agency that understands how to put the brand at the very heart of the consumer that can capture, create and communicate those values so seamlessly. Their suggestion of 21 Savage and the insight of his passion for aviation proved this further as he’s been the perfect partner to bring forth our new vision for the brand.”