Actor Sarah Jessica Parker has been appointed as Tanqueray’s global ambassador, as the gin brand launches a new global brand movement, which it says marks the start of its 'next cultural chapter', according to media reports.

To highlight this partnership, the brand has rolled out a global campaign titled 'There’s an N and an O in every icon', rolling out worldwide from January.

Parker stars in the lead film for the campaign, directed by Paul McLean and shot by Miles Aldridge. The film features Tanqueray’s Dirty Martini and Gin & Tonic serves, and shows Parker reflecting on the “no’s” that have shaped her personal and professional life. In the film, she says, “The no’s you give and take are what make life spectacular.”

The campaign will be supported by a mix of online and offline brand experiences across key markets, including the UK, US, Brazil, Italy, China and India.

Tanqueray said the collaboration is the first in a new series that will see the brand work with selected cultural voices and tastemakers to celebrate effort, craft and conviction, values it sees as central both to its own heritage and to Parker’s career.

The campaign draws on Tanqueray’s history of experimentation, referencing the more than 300 liquid recipes created by founder Charles Tanqueray before arriving at the final London Dry Gin. 

The brand says this heritage mirrors a modern creative truth, that progress is shaped as much by refusal as acceptance.

Tanqueray said the partnership will be marked by a series of curated cultural moments and experiences around the world this year, including a presence at the Rio de Janeiro Carnival in February.