Jonathan Bailey stars in stylish martini campaign inspired by Italian summers

Jonathan Bailey is embracing a new “sexy” summer persona as he takes on the role of The Martini Man in a fresh global campaign for Italian aperitivo brand Martini, marking a multi-year partnership rooted in his long-standing love for Italy.

The Bridgerton and Wicked: For Good star, 38, appears in a new short film and portrait series that celebrates Italian culture, leisure, and the brand’s iconic Martini spritz lifestyle.

Bailey said the collaboration felt natural given his deep personal connection to Italy, where he has spent summers for more than 15 years.

“My love for Italy knows no bounds—the food, the culture and the people—so it was a no-brainer,” he said. “It’s my place of calm.”

The actor also revealed that cycling plays a major role in his time abroad, often exploring regions such as Tuscany and Salento, where he combines travel with food, friendship, and relaxation.

“I cycle there every year,” he said, adding that Italian summers and sunsets remain some of his most cherished memories.

The new campaign opens with Bailey arriving at a Venetian estate in a vintage 1970s Martini racing car, paying homage to the brand’s heritage, before being introduced to a series of stylized rituals that define his transformation into The Martini Man.

Bailey said filming in Italy brought a sense of creativity and nostalgia, describing it as the perfect backdrop for a summer campaign.

“It was everything that I think a summer aperitivo should be,” he said.

Beyond the campaign, Bailey shared that he recently spent time with family and friends after wrapping promotion for Wicked: For Good, while also continuing work with his LGBTQ+ initiative, The Shameless Fund.

He said the balance between work and personal reflection has been “existential, but also very grounding,” as he considers how he wants to show up in his career and life.

The actor also recalled memorable personal moments over the past year, including cycling from Rome to Pisa and serving as best man at a friend’s wedding.

Looking ahead, Bailey said he plans to continue cycling, travel across Europe, and attend music festivals, even as he works on a new film currently in production in Germany.

Away from work, he described his ideal summer day as one filled with simple pleasures—coffee, swimming, reading, long lunches, and dancing into the evening.

In reality, however, he joked that his routine is far less glamorous, involving early call times, cycling mishaps, and the occasional on-set chaos.

Reflecting on life after being named Sexiest Man Alive, Bailey said the experience has been both flattering and tiring.

“It’s been exhausting,” he joked. “But it’s been a majestic eight months.”