Diageo and the Nolet family have launched a US$12m advert campaign across the US for the Dutch premium vodka Ketel One.

Using the slogan, "Gentlemen. This is Vodka", the campaign marks Ketel One's first foray into national television adverts, which will air alongside out-of-home and digital ads.

Created by Grey Worldwide, the campaign is targeted at men and emphasises the brand's premium credentials with an upper class setting.

The campaign launched in the US on 15 May, with broadcast spots on networks including ESPN, Comedy Central and The Discovery Channel. Digital advertising will have a wide reach through hulu, MSN and The New York Times, while customised out-of-home ads will be executed in major metropolitan cities including New York City, Los Angeles, Miami and Chicago.

In February 2008, Diageo and Ketel One owner, the Nolet family, agreed to form a new 50/50 company that would own the exclusive global rights to sell, market and distribute the vodka. Diageo paid US$900m for a 50% stake in Ketel One, which was first distilled in the Netherlands 300 years ago.