(Photo: Still G.I.N.)
West Coast rap legends Snoop Dogg and Dr. Dre have teamed up with Frank Sinatra and Sammy Davis Jr. — both rendered in AI form — for an ad campaign promoting their Still G.I.N brand. If you can imagine a headline more quintessentially 2024 than that, be our guest.
The 90-second ad is slated to premiere Tuesday during the finale of "The Voice," intended as a conclusion to Snoop's first season as a judge on the NBC show.
In the video, Snoop and Dre make the rounds at a Prohibition-styled club decked out with chandeliers, jazz bands and snug-fitting bowties. Bottles of Still G.I.N., the duo's spirits brand launched earlier this year, make copious appearances on the sidelines. Sinatra and Davis spot the rappers from across the room, make introductions and order up a round of gin for a crowd of cheering onlookers.
https://www.youtube.com/watch?v=ui-EKnb8mGM
The campaign was helmed by the prolific Dave Meyers, the director behind music videos including Kendrick Lamar's "Humble," Sabrina Carpenter's "Taste" and Ariana Grande's "Positions."
For the lifelike, borderline uncanny visages of Sinatra and Davis Jr., the team recruited help from generative AI company Metaphysic. Recognized as one of Time Magazine's 100 Most Influential Companies of 2023, Metaphysic specializes in what it calls "Hollywood-grade" AI content, including but not limited to an Eminem performance at the VMAs and a de-aged Tom Hanks in the recently released film, Here.
Still G.I.N. says that they worked in "close partnership" with the Sinatra and Davis estates that ensure a faithful representation of the artists.
"To see Dr. Dre and Snoop Dogg alongside my dad and Sammy Davis Jr. in such a revolutionary way is both thrilling and surreal,” Sinatra’s daughter, Tina Sinatra, told PEOPLE Magazine. “It's a celebration of timeless artistry, breaking barriers, and the enduring legacy of collaboration across generations."
It's the latest in a brand push positioning Still G.I.N. squarely in the spotlight. Following in the steps of Dre and Snoop's pre-mixed cocktail line launched in February, Still G.I.N. is a 42.5% ABV spirit said to boast citrus-forward bursts of tangerine, jasmine and coriander. The brand name is triple entendre of Snoop’s 1993 song “Gin and Juice,” Dr. Dre’s 1999 hit “Still D.R.E.” and the spirit production process.
Trademark filings suggest that a “Vodka & Juice by Dre and Snoop” may soon also be on the way, though an official announcement has yet to be made.
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