can someone please explain the vodka billboards

Ive been driving 95 a lot lately from north bay village to key biscayne. What in the douchebaggery are these "Amnisia" vodka ads everywhere with three obviously fake "cool guys" that are "those who drink it". Just curious if anyone knows the backstory. It oozes miami douchiness and I get laugh every time I see them but seriously theres like 7 or 8 I think and it seems like the most lazy attempt at trying to foist something pretty basic (vodka) on dumb people who like paying too much for this crap.