Lowes unveils latest ’through the bottle’ posters for Smirnoff

Lowe Howard-Spink reveals a new series of posters this week in its long-running ’through the bottle’ campaign for Smirnoff Red.

Lowe Howard-Spink reveals a new series of posters this week in its

long-running ’through the bottle’ campaign for Smirnoff Red.



Entitled ’photo booth’, ’evolution’, ’chain gang’ and ’lonely hearts’,

the posters will run in May in selected areas nationwide. With the

exception of ’chain gang’, they will run in style and listings titles

from June.



’Photo booth’ features a strip of four passport photos. In photo-booth

style, each picture is far from perfect, lopping the top off the male

subject’s head. In the first three pictures he is aware things are not

going right and is grimacing. In the final photo, viewed through the

Smirnoff bottle, the man is smiling and looking relaxed - even though

the top of his head is still chopped off.



In ’evolution’, Darwin-style illustrations trace man’s development. The

last figure, shown through the bottle, is a woman. ’Photo booth’ and

’evolution’ were created by the Lowes team, Claude Pasqualetti and

Eugenia Pacelli.



Both posters will run for two weeks across England and Wales on six- and

96-sheet sites respectively.



’Chain gang’, which will run on Scottish bus-sides through May,

contrasts a young woman sitting on a bus next to an image seen through

the bottle which shows a line of manacled slaves rowing. The slaves

heads are not shown. Instead they are replaced by the heads of the

passengers sitting on the bus.



’Lonely hearts’ shows a bottle of Smirnoff superimposed over small ads

in a newspaper. The words seen through the bottle provide a subtle twist

on the lonely hearts descriptions. The 16-sheet poster burst will run on

cross-tracks in London Underground stations throughout May. ’Chain gang’

and ’lonely hearts’ were created by the Lowes art director, Gary

Anderson, and the copywriter, Tony Miller.



Media planning and buying is handled by Western International Media.