Tanqueray has announced Sex And The City star Sarah Jessica Parker is its new new global ambassador.
According to Tanqueray owner Diageo, Parker’s legacy, built on the courage to say ‘No’, embraces intention and purpose.
The campaign — ‘There’s an N and O in every ICON’ — is directed by Paul McLean and shot by Miles Aldridge. It features Tanqueray’s Dirty Martini and Gin & Tonic serves, with Parker reflecting on the “no’s” that have shaped her personal and professional life.
It draws on Tanqueray’s history of experimentation, referencing the more than 300 liquid recipes created by founder Charles Tanqueray before arriving at the final London Dry Gin.
Global gins and rums director at Diageo Patricia Borges said: “Tanqueray’s heritage is built on the foundation of never compromising. Through this partnership, we are celebrating the No’s over the Yes’s, as ultimately these are what lead you to something truly iconic!”
Parker said: “I’m thrilled to be joining forces with Tanqueray, celebrating all the many No’s we meet in the pursuit of excellence.”
Watch the first film in the series below:
Tanqueray previously collaborated with the king of home mixology during COVID-19 — actor Stanley Tucci — as its global brand partner.