‘Unedited, Genuine and Resolute’: Future and Taika Waititi Pour up Shots in Belvedere Vodka Campaign

(Photo: Belvedere Vodka)

Hot off the release of his second collaborative album with Metro Boomin in under a month, Future has joined forces with director Taika Waititi for a new vodka-centric ad campaign.

The unlikely duo donned crocodile boots, white suits and bolo ties to promote Belvedere 10, a single-estate rye vodka that launched in early 2023. While Belvedere’s standard vodka offerings are sold in opaque glass bottles for around $40 each, Belvedere 10 ups the ante (and price tag) with an intricately designed ceramic decanter priced at $160.

Expectedly, the ad campaign leans hard into luxury aesthetics. Future arrives at an abandoned hacienda-turned-nightclub in a vintage Rolls Royce, where he’s served a drink on the rocks by Taika Waititi, the Oscar-winning director of “Thor Ragnarok,” “Jojo Rabbit” and “What We Do in the Shadows.” At one point, an elaborate, minute-long handshake manages to summon a bottle of Belvedere 10 from within the bar counter.

Behind the scenes, Vogue Australia Editor-in-Chief Christine Centenera is credited with styling the star’s outfits. ATL Jacob, a producer known for his frequent collaborations with Future and Nicki Minaj, created the trap-inflected backing track. 

“I loved that there was a readiness to craft something unedited, genuine, and resolute. I appreciated the concept that you cannot feign it; you must genuinely embody it. This campaign delivers its message unapologetically. It balances simplicity with architectural extravagance, much like Belvedere 10,” Future said in a news release.

Founded in 1993, Belvedere is distilled from Dankowski rye in its hometown of Zyrardów, Poland. The brand was bought out by luxury giant LVMH — makers of Hennessy Cognac, Moët & Chandon Champagne and Volcan de Mi Tierra Tequila — in 2005.

“There is a fine line that allows humor and rebelliousness to exist within luxury,” Waititi said. “This campaign embodies a rare moment where this intersection meets. There is no doubt Belvedere is one of the coolest alcohol brands in the world.”

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