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| by kenn on 3/04/2004 12:53:00 PM |
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Toasts
 Belvedere Vodka is giving Jay-Z his props for making their super premium vodka tops in Hip-Hop circles via a new ad campaign.
Featured in Entertainment Weekly and The New York Times among other national publications, Belvedere Vodka's new "Na Zdrowie" print campaign is making Jay-Z and other notables the toast of the town. The ad series is Belvedere's newest campaign to salute achievements both large and small.
The black and white ad features a Belvedere bottle donning a Roc-A-Fella Records hat and platinum chain with a suit, tie, scarf and briefcase symbolizing Jay-Z's transition from rapper to business man and retirement. With martini glass in one hand and cigar in the other, the freehand drawing features the Polish inscription "NA ZDROWIE, JAY-Z".
"NA ZDROWIE" is a traditional Polish toast meaning "Here's to your health!". The company states the goal of the campaign is to toast to "the rigorous endeavors of people, events, ah-has, institutions and dates worthy of our embrace and acknowledgement." Quentin Tarantino, Playboy Magazine and even "donuts with sprinkles" have received Belevedere "Na Zdrowie" salutes.
Jay-Z never officially endorsed Belvedere Vodka though he dropped the name on several hit songs including "Fiesta" and "Get Your Mind Right." Seeing the popularity of Belvedere rise after his seal of approval, Roc-a-Fella Records sealed a deal to buy and distribute the competitive superpremium, Armadale Vodka.
Reports and rumors that the ads somehow symbolize a rift in the Rocafella Records camp are once again denied by Roc-A-Fella sources who say it's simply "not true."
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