Bridgerton star Jonathan Bailey’s partnership with MARTINI as the Italian aperitivo brand’s iconic MARTINI Man is making us thirsty.

In a new multi-year partnership with MARTINI, Bailey is bringing fresh energy to The MARTINI Man, joining a lineage of Hollywood greats including George Clooney and Jude Law.

Launching with a playful new short film and series of portraits, the campaign sees Bailey arrive on the sun-drenched coast just outside Venice to undertake a series of stylish initiations designed to unlock the art of sprezzatura: the effortless confidence and attitude synonymous with MARTINI and Italian culture.

The film opens with Bailey pulling up in an original 1970s MARTINI Racing car, a nod to the brand’s legendary racing heritage. Welcomed by an enigmatic Maestro, he is officially introduced to his latest role: becoming The MARTINI Man.

The campaign follows Bailey through a series of playful moments that bring the rituals of modern Italian style to life, from the art of the perfect aperitivo entrance, to refining a timeless look inspired by iconic MARTINI artworks, to the magnetic charm of a glance shared to camera. Bringing his signature wit and charisma to each scene, Bailey makes the role unmistakably his own, with the story culminating in the ultimate expression of aperitivo style: a MARTINI Bianco Spritz.

Bailey said: “Stepping into the iconic role of The MARTINI Man is an honour. It’s incredibly exciting to me because it’s about stepping outside of your comfort zone, finding confidence in yourself and living joyfully. It’s about bringing that exhilarating spark of Italian style to everyday moments. I’m excited to be part of a campaign and a legacy that invites people to explore all of that.”

At the heart of the campaign is the MARTINI Spritz Collection, created for a new generation of aperitivo occasions and led by the MARTINI Bianco Spritz, made with three parts MARTINI Prosecco, two parts MARTINI Bianco and one part soda, stirred gently over ice and finished with lemon, mint and strawberry.

MARTINI Global Vice President Emma Fox said: “Jonathan Bailey brings exactly the right energy to The MARTINI Man: stylish, self-assured, playful and effortlessly magnetic. He has a natural ability to make every moment feel both aspirational and accessible, which makes him the perfect partner for MARTINI.

“This campaign shows that Italian style is not just tied to geography or travel. It is a mindset and a way of living. With the MARTINI Spritz Collection, led by the MARTINI Bianco Spritz, embracing that lifestyle can be as simple as pouring a drink, gathering with friends and bringing a little more style to the moment.”

Launching globally across TV, streaming, digital, social and experiential, the campaign will unfold through a series of storytelling moments designed to bring the spirit of MARTINI and modern Italian living to audiences around the world.

Watch the launch ad below: