Still G.I.N. By Dre and Snoop, which launched in October 2024, marked the highly anticipated second release from the award-winning beverage brand co-founded by legends Dr. Dre and Snoop Dogg. Taking its concept from one of the duo’s classic collaborations, the timeless hit “Still D.R.E.” from Dr. Dre’s groundbreaking multi-platinum album 2001, Still G.I.N. By Dre and Snoop embodies the unwavering cultural influence of the iconic duo.
To highlight Dre and Snoop’s lasting impact on entertainment and pop culture, the brand looked to connect the pair to two other industry icons - Frank Sinatra and Sammy Davis Jr. Just as Dre and Snoop, Frank and Sammy were known for their legendary live performances, ability to command attention, and cultural influence that defined their respective era. Using generative AI to construct a meeting of the four visionaries, the brand created this innovative advertisement, highlighting how groundbreaking artists can speak to each other across time; advancing confidence, charisma and a commitment to quality in everything they do.
The strategy for this campaign was guided by insights into consumer desires for both authenticity and innovation. Research showed that consumers today are drawn to products with rich stories and cultural relevance, especially those associated with iconic figures and moments in history. At the same time, they expect brands to deliver fresh, creative experiences that feel relevant and exciting. One key insight was the emotional connection many audiences have with legends like Frank Sinatra and Sammy Davis Jr., who are seen as timeless symbols of charm and sophistication. To capitalize on this, Still G.I.N. By Dre and Snoop partnered with Rosewood Creative to produce AI recreations of Sinatra and Davis, ensuring these legends were portrayed authentically and respectfully as central figures within the campaign’s narrative. The campaign also leveraged the cultural credibility of Dr. Dre and Snoop Dogg. Their status as pioneers of music and style made them ideal ambassadors for a brand that aims to reflect the same qualities of smoothness, creativity, and premium craftsmanship. By tying the brand’s identity to the timeless appeal of iconic figures and the modern influence of Dre and Snoop, it positioned Still G.I.N. By Dre and Snoop as a leader in the premium spirit category.
The execution of the Still G.I.N. By Dre and Snoop campaign was designed to balance sophistication with modern creativity, ensuring both the storytelling and visual elements embodied the brand’s premium identity. Craft was a critical focus for Rosewood, particularly in the seamless integration of AI technology to recreate Frank Sinatra and Sammy Davis Jr. Great care was taken to ensure these recreations were respectful, lifelike, and emotionally authentic. This was achieved through high-definition visual effects, precise facial animation, and collaboration with the estates of both icons to preserve their legacy and charm. The process began with extensive data modeling, including the analysis of archival footage and photographs of both icons. AI algorithms synthesized this data to generate digital recreations that accurately reflected their unique physical traits and mannerisms. However, to prevent falling into the “uncanny valley,” the campaign went beyond technical automation. Performance experts guided the AI-generated characters, ensuring their movements and expressions aligned with the charm and charisma that audiences associated with Sinatra and Davis.
The campaign premiered with a segment on The Today Show, along with a collaborative social media post on Instagram between Dr. Dre, Snoop Dogg, Still G.I.N., and Lori Harvey. This launch created significant buzz by featuring behind-the-scenes footage, campaign highlights, and product visuals. Following the social media launch, the campaign aired on major TV platforms, including Sunday Night Football on NBC, the Grammy Awards, and NBA games on ESPN, targeting culturally engaged audiences. It also aired on streaming platforms like Hulu and Peacock to broaden its reach. The reimagined Still D.R.E. soundtrack tied the campaign to Dre and Snoop’s legacy. Every element, from art direction to sound design, was crafted to position Still G.I.N. By Dre and Snoop as a premium, culturally iconic brand that seamlessly blends innovation and timeless style.
Still G.I.N. By Dre and Snoop’s creative use of generative AI allowed fans to transcend time and revel in the remarkable meeting of minds, where hip-hop royalty and entertainment legends trade stories and toast to timeless excellence, bridging generations of groundbreaking artistry. This landmark creative campaign highlights the influence that both iconic duos, Frank Sinatra and Sammy Davis Jr. and Dr. Dre and Snoop Dogg, have had on music and culture at large. Just like Still G.I.N By Dre and Snoop itself, both pairs of artists epitomize innovation and style – setting the standard of excellence for generations to come.
Successfully positioning Still G.I.N. By Dre and Snoop as an iconic, timeless spirit synonymous with the influence of legendary artists throughout the decades, this AI-assisted advertisement was part of the larger digital campaign for the spirit’s recent launch. With placements in key publications across digital, broadcast, and social media, such as TODAY, VIBE, AdAge, Complex, People, and more, the campaign garnered over 1.3 billion media impressions. Frank Sinatra’s daughter, Tina, even provided unsolicited commentary on the commercial stating, "To see Dr. Dre and Snoop Dogg alongside my dad and Sammy Davis Jr. in such a revolutionary way is both thrilling and surreal."
