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
’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
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.