A Deaf Dance Teacher Feels the Beat in This Inspiring Smirnoff Spot

London-Based Chris Fonseca Is the Latest to Star in Liquor Brand's 'We're Open' Campaign

By Simon Dumenco. Published on Mar 29, 2016

Editor's Pick

This new Smirnoff spot out of 72andSunny New York and Amsterdam opens with a title card -- "Smirnoff Presents Chris Fonseca" -- and then continues on with subtitles for a very good reason: London-based dance teacher Fonseca is deaf.

To a thumping soundtrack, we see him and his class of deaf dancers tearing it up. "I always wanted to be a dance teacher," he explains via subtitle. "I didn't think it mattered that I was deaf.... We can't hear the lyrics, but we feel the beat."

The spot, directed by Zachary Heinzerling, is a continuation of Smirnoff's "We're Open" campaign, and closes with a final thought from Fonseca that resonates with the campaign theme: "We are all the same on the dancefloor."

"We are privileged to work with someone as inspiring as Chris and are delighted to be able to help celebrate and share his story at scale through our 'We're Open' campaign," said Smirnoff Marketing Director Julie Bramham in a statement. "The campaign will run across a number of culturally relevant, innovative channels, and we're excited to launch this next step in our campaign to celebrate diversity and move people to be more inclusive."

Rate this Ad

You must be registered to rate this ad.
Please or Register Now


Mar 29, 2016
72andSunny Amsterdam
Executive Creative Director:
Guillermo Vega
72andSunny New York
Executive Creative Director:
Carlo Cavallone
Executive Creative Director:
Stuart Harkness
Brandon Pierce
Simon Schmitt
Zachary Heinzerling
Executive Producer:
Melissa Culligan
Director of Photography:
Stuart Winecoff

Need a credit fix? Contact the Creativity Editors

The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.