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‘Avengers: Doomsday’ Gets Another Promo as Smirnoff Unveils a New Ad

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With only weeks to go until ‘Avengers: Doomsday’ hits theaters, Marvel’s marketing machine is running at full speed. The film’s brand tie-ins keep piling up, and fans are treating every new promo as a chance to hunt for clues.

Smirnoff is one of the most visible partners in that wave. Jack in the Box, Dunkin’, Kinder, and Regal Cinemas have also announced promotional collaborations around ‘Avengers: Doomsday’, showing how much commercial attention the release is getting. Smirnoff’s campaign, called Assemble Your Night, was detailed in an October 28 announcement.

Now the vodka brand has released another spot, and this one heads somewhere fans will recognize. A new Smirnoff ad for ‘Avengers: Doomsday’ shows Karan Soni in the New Avengers Tower, the latest stop in his tour of Marvel locations.

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The new ad continues the campaign’s concept. The Assemble Your Night spots star Soni, whom fans will recognize from Marvel Studios’ ‘Deadpool & Wolverine’, as he sneaks onto ‘Avengers: Doomsday’ movie sets to host secret parties. The ads let Smirnoff into the fictional world, but keep its branding tied to an adult night out rather than the film’s characters.

The ads are only one part of the campaign. The spots also introduce cocktails inspired by the upcoming film, including the “Doomsday Delight” and “Fantastic Fizz”. There are prizes, too. Fans 21 and older can enter to win one of 1,800 movie tickets, awarded as Fandango promotional codes, or a special-edition cocktail kit. Smirnoff is also building toward something it calls a Super House Party.

That party is still a mystery. Smirnoff has not yet confirmed a venue or date. Before ‘Avengers: Doomsday’ hits cinemas on December 18, the brand will release a trail of clues and hidden surprises for fans to uncover details of the event. Hints will be shared over time on Smirnoff’s Twitter account.

Smirnoff’s senior vice president was clearly excited about the tie-in. “Smirnoff is no stranger to culture-defining moments – we’ve been partying since 1864 after all – and there’s no bigger moment this side of the multiverse than ‘Avengers: Doomsday’,” Jim Ruane said in the brand’s official announcement.

There’s also a fun bit of history behind the partnership. In 2014, Anthony and Joe Russo directed Smirnoff’s “The Party” videos, starring Alison Brie and Adam Scott. 72andSunny created that campaign, which promoted the brand’s “Exclusively for Everybody” platform.

The Russo Brothers are now directing ‘Avengers: Doomsday’, which gives Smirnoff’s new party theme a notable link to the film. Smirnoff’s own announcement doesn’t mention the 2014 videos, though, so many fans may miss the connection.

Soni’s party crashing fits into a much bigger marketing push. Robert Downey Jr. plays the film’s supervillain, Doctor Doom, in a massive ensemble cast that brings together characters from different universes. Fans have even been studying a Doctor Doom-themed coffee shop experience for clues about the movie.

For Smirnoff, the campaign gives it several ways to reach fans, from online content and giveaways to a planned live event. With the clues still coming and more spots possibly on the way, Soni may not be done sneaking around Marvel sets just yet.

What do you think of Karan Soni crashing the New Avengers Tower in Smirnoff's latest 'Avengers: Doomsday' ad?

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