MUMBAI: The second chapter of the ongoing Madonna and Smirnoff partnership begins this Sunday, February 5 with the appearance of Lil Buck, the winner of the Smirnoff Nightlife Exchange Project Dance Competition, as he joins The Material Girl’s dance ensemble at the Bridgestone Super Bowl Halftime Show. For Smirnoff and its parent company Diageo this is the first of several ongoing high profile activities between the world’s No. 1 artist and the world’s No. 1 vodka.
The Smirnoff Nightlife Exchange Project — launched in 2010 — searched for the world’s best new dancer among tens of thousands of entries through a global dance competition. The final dance-off competition took place at the historic Roseland Ballroom in New York City where Madonna and her choreographers selected Memphis native Lil Buck as the winner from 10 global finalists. Lil Buck’s prize included an opportunity to join Madonna’s dance crew.
“Joining Madonna’s dance crew has been a dream come true. I have already learnt so much and cannot thank Smirnoff enough for this life-changing opportunity,” commented Lil Buck.
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In a jam-packed week, Madonna also releases the debut single “Give Me All Your Luvin'” from her highly anticipated forthcoming album MDNA this Friday, February 3. The accompanying video for the single will feature Smirnoff vodka as the drink of choice in the video’s bar scene. The video premieres on YouTube on February 3 and will feature on the Smirnoff Facebook from Monday, February 6. In addition “W.E.,” the film Madonna co-wrote and directed, opens in New York and Los Angeles this Friday, February 3rd with other cities to follow later in the month.
Simon Burch, Global Brand Director for The Smirnoff Co., said, “Smirnoff celebrates unique, one-of-a-kind experiences and the people around the world who bring these experiences to life. Partnering with Madonna has been extraordinary and we are thrilled to deepen the partnership supporting the release of MDNA and ‘Give Me All Your Luvin’.'”
The partnership with the Smirnoff brand and the Smirnoff Nightlife Exchange Project is a multi-faceted agreement among Madonna, her partner Live Nation and Diageo, the parent company of The Smirnoff Co.
