Smirnoff: 1969 to Now
In business for 155 years and celebrating it. Smirnoff has just put out is first global advertising campaign in more than 25 years (The Drum) and it's the most recent comeback campaign we've talked about. The ad was shown to the public just this month, October 8th to be exact, and people are already writing about it.
Why do I keep picking brands that took time off from advertising???
Drinking comes out of the dark when Smirnoff people gather for the holidays. It's the Day Life: a sunburst of Screwdrivers and simmering fondue, crisp croissants and Smirnoff mules. A light time, a laughing time: a time for Smirnoff people to splurge in the sun.
Smirnoff leaves you breathless
FREE! "The Year of the Brunch," Smirnoff's Guide to Brunch. Write Smirnoff, P.O. Box 2016, Dept. L, Hartford, Connecticut 06101."
Like the 1969 ad, the newest commercial creates a story. Smirnoff brings you into a minute long mini action movie—or as Campaign Live says "a 60-second thriller-style epic"—with really good product placement. While there's no audible message, the "Secret Story of Smirnoff" commercial transitions with short phrases like "hidden in America" and "exiled to France" to help keep the story going without interrupting it with audible cues.
And Smirnoff went all out. Diageo, Smirnoff''s mother company, partnered with Rupert Sanders, director of Snow White and the Huntsman and Ghost in the Shell, to create this mini movie (The Spirit Business). According to The Spirit Business, the ad campaign was also a "partnership with global creative agency 72 and Sunny." With the creativity of the ad and a title like "Infamous since 1864" it makes sense why so many advertising outlets have been talking about Smirnoff's newest global campaign.
First unveiled in Europe, CampaignLive says "the ad will roll out across Argentina, Brazil, Canada, Kenya and the U.S. Activity will span broadcast, out-of-home, digital, social and print." AKA this ad will soon be everywhere.
Sources:
Why do I keep picking brands that took time off from advertising???
The Smirnoff Brunch
The 1969 ad uses both visual and verbal (or textual?) imagery to convey a happy encounter with close friends and loved ones. The image shows a warm environment, a barbecue or picnic brunch table scattered with food and Smirnoff bottles. This warm environment and the happy people within the image help readers associate Smirnoff with good times and good people. Readers can imagine themselves at that party or hosting one like it.
The text of the ad is as follows:
"The Smirnoff Brunch: a place in the sun
Drinking comes out of the dark when Smirnoff people gather for the holidays. It's the Day Life: a sunburst of Screwdrivers and simmering fondue, crisp croissants and Smirnoff mules. A light time, a laughing time: a time for Smirnoff people to splurge in the sun.
Smirnoff leaves you breathless
FREE! "The Year of the Brunch," Smirnoff's Guide to Brunch. Write Smirnoff, P.O. Box 2016, Dept. L, Hartford, Connecticut 06101."
You can feel the warmth of the day through the creative and detailed copy. Repetition of the Smirnoff name reminds people the focus of the imagery they see and read. Readers see that it's easy to become "Smirnoff people" and desire to become part of this elusive-looking group.
They create as much of a story as they can within a print ad. Setting the scene through detailed text, placing the characters through imagery and giving an illusion of what will happen through the table set before them.
The New Campaign
Like the 1969 ad, the newest commercial creates a story. Smirnoff brings you into a minute long mini action movie—or as Campaign Live says "a 60-second thriller-style epic"—with really good product placement. While there's no audible message, the "Secret Story of Smirnoff" commercial transitions with short phrases like "hidden in America" and "exiled to France" to help keep the story going without interrupting it with audible cues.
And Smirnoff went all out. Diageo, Smirnoff''s mother company, partnered with Rupert Sanders, director of Snow White and the Huntsman and Ghost in the Shell, to create this mini movie (The Spirit Business). According to The Spirit Business, the ad campaign was also a "partnership with global creative agency 72 and Sunny." With the creativity of the ad and a title like "Infamous since 1864" it makes sense why so many advertising outlets have been talking about Smirnoff's newest global campaign.
First unveiled in Europe, CampaignLive says "the ad will roll out across Argentina, Brazil, Canada, Kenya and the U.S. Activity will span broadcast, out-of-home, digital, social and print." AKA this ad will soon be everywhere.
Sources:
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