Diageo launches Smirnoff TV ad in £15m campaign

22 September, 2014

Diageo has launched a Smirnoff TV ad that premieres today as part of new £15 million marketing campaign designed to cement its status as the UK’s leading spirits brand.

The ad hones in on a pretentious bar but the scene is tipped on its side and all the nonsense slides off the screen, to be replaced by only what is necessary for a good night.

The strapline reads: “Filter the unnecessary. Keep the good stuff.”

Marketing Director Louise McKerrow said: “Our Gen Y consumer wants nothing to get in the way of having an honest, effortless good time, just like we don’t want anything to get in the way of making the purest vodka.

“Our new TV spot showcases how good times can be better if you filter out the unnecessary pretence that can get in the way of a great night out, while also serving as a great metaphor for the way we filter Smirnoff ten times to deliver the purity of our vodka.”

Watch the ad below: 




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Talking terroir

When Bordeaux was in fashion, it seemed almost logical that we should fetishise winemakers. Here were people responsible for brilliant acts of blending, across large estates and multiple grape varieties, including superstars such as cabernet sauvignon and merlot. These days, fashion has moved on and pinot noir is ascendant. As a result, the star of the winemaker has fallen and we find ourselves following a new star in the sky: terroir.

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