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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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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