Jonathan Bailey as MARTINI Man: Sprezzatura Meets Spritz
Actor Jonathan Bailey will take on the role of the MARTINI Man as part of a multi-year partnership with the aperitivo brand Martini. The new global campaign celebrates effortless Italian elegance, spontaneity, and the modern aperitivo moment.
MARTINI Campaign with Jonathan Bailey: The MARTINI Man Is Back
Award-winning actor Jonathan Bailey is embarking on a multi-year partnership with the Italian aperitivo brand Martini. At the heart of the new Martini campaign featuring Jonathan Bailey is the character of the MARTINI Man—a role that continues a long tradition of big Hollywood names in the brand’s history. The partnership kicks off with a short film and a series of portraits featuring Bailey on the sun-drenched coast just outside Venice.
The short film opens with Bailey pulling up in an original 1970s Martini race car—a tribute to the brand’s legendary racing heritage. A mysterious hostess welcomes him and officially introduces him to his newest role as The MARTINI Man. The scenes that follow take Bailey through a series of playful moments: from a stylish appearance at an aperitivo to a look inspired by iconic Martini artwork, all the way to a magnetic gaze into the camera. The story’s climax celebrates the aperitivo style with a Martini Bianco Spritz.
Sprezzatura as a Way of Life
At the heart of the campaign is the concept of sprezzatura—the effortless self-assurance and poise that characterize Martini and Italian culture. For Martini, this attitude toward life is not a matter of location, but rather a matter of attitude: how you welcome guests, how you dress, how you interact with others, and how you make everyday life just a little bit more special.
The brand underscores this approach with its own research findings: According to the findings, 57 percent of Europeans say they rarely step outside their comfort zone, while 66 percent find the idea of an «Italian mindset» appealing. Already, 64 percent of Europeans enjoy aperitivo moments during the warmer months—a growing seasonal trend that, according to the press release, the portfolio of Martini Spritz varieties is designed to capture.
Jonathan Bailey had this to say about the collaboration: «It’s an honor to step into the iconic role of the MARTINI Man. For me, this is incredibly exciting because it’s about stepping out of your comfort zone, finding confidence in yourself, and enjoying life to the fullest.»
Martini Bianco Spritz Takes Center Stage
The lineup is led by the Martini Bianco Spritz: a light, refreshing drink made with three parts Martini Prosecco, two parts Martini Bianco, and one part soda, gently stirred over ice and garnished with lemon, mint, and a strawberry. As Bailey demonstrates in the film, an unforgettable aperitivo moment requires neither elaborate rituals nor special expertise.
Emma Fox, Global Vice President of Martini, explains the choice of brand ambassador: «Jonathan Bailey embodies exactly the right energy for the MARTINI Man: stylish, confident, playful, and effortlessly charming. He has a natural way of making every moment both inspiring and approachable.»
The global campaign will air on television, streaming platforms, digital channels, and social media. The campaign will be complemented by Terrazza Martini pop-ups in Milan, Madrid, Berlin, Biarritz, Montpellier, and New York, which are designed to bring this lifestyle to life even beyond the screen.
For more information about the campaign and the brand identity, visit https://www.martini.com/de.
Martini is best enjoyed responsibly by those 18 years of age and older.
