Diageo has released details of a new global multi-media marketing campaign for its Smirnoff vodka brand.

The campaign - 'Exclusively for Everybody' - kicks off this month with a digital film and six 30-second ad spots called 'The Party'. The ads centre around the story of two friends, played by Alison Brie of NBC’s Community and Adam Scott of NBC’s Parks and Recreation, planning and hosting a party.

Diageo claims that the vodka category has become "associated with exclusivity and pretension". 

"As the leader in vodka, Smirnoff decided it was time for a change," the company said. "While remaining rooted in promoting responsible drinking, the new campaign celebrates the brands belief that exclusivity for few is less fun than good times for all.

The campaign will also feature out-of-home and digital marketing activity. Diageo is linking up with Spotify on the push with a consumer competiton, giving people the chance to submit their “must-have” house party track.

Total spend on the campaign was not disclosed.