A deaf dancer is the star of the latest chapter in Smirnoff’s We’re Open campaign.

Making its TV debut today (21 March), the documentary-style promo - part of a £4m fully integrated drive - focuses on Chris Fonseca from London, who teaches other deaf dancers that there are ways to enjoy music beyond just hearing it.

The ad will be backed by OOH activity from 28 March for two weeks and include a series of executions that celebrate Fonseca and the community of deaf dancers.

“We are privileged to work with someone as inspiring as Chris and are delighted to be able to help celebrate and share his story at scale through our We’re Open campaign,” said Julie Bramham, Smirnoff marketing director.

“The campaign will run across a number of culturally relevant, innovative channels, and we’re excited to launch this next step in our campaign to celebrate diversity and move people to be more inclusive.”