Ads for top-shelf liquor usually lean heavily and stereotypically into the 1% lifestyle, with beautiful people hanging out in exotic settings where the common folk aspire to tread.

The new campaign for Belvedere 10, a $150-per-bottle line extension of the flagship vodka, goes for a slightly different kind of chic, while adding a dose of humor that’s largely absent from the category.

The cinematic spot comes from director Taika Waititi, who stars alongside Grammy Award-winning artist Future. It takes place at a dilapidated hacienda-turned-nightclub where the bartender—Waititi as a grill-wearing Kiwi cowboy—demands an elaborate and increasingly ridiculous secret handshake before he’ll rustle up a cocktail.

Future obliges, and the results are hilarious (and imminently rewatchable—don’t overlook the outtakes at the end of the video).

Other scene-setters include a pair of vintage white Rolls Royces—this is still high-end hooch—custom-made crocodile boots, sharp-dressed men and a banging soundtrack.

“There is a fine line that allows humor and rebelliousness to exist within luxury,” Waititi said in a statement. “This campaign embodies a rare moment where this intersection meets.”

While the actor-writer-director called Belvedere “one of the coolest alcohol brands in the world,” Future said he “loved that there was a readiness to craft something unedited, genuine and resolute—I appreciated the concept that you cannot feign it, you must genuinely embody it.”

The three-minute “director’s cut” is a sequel of sorts, following Waititi’s dance-centric spot with Daniel Craig in late 2022. The lauded long-form ad solidified Belvedere’s relationship with the former James Bond and launched on a Times Square billboard, a first for the brand.

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