NEWS: Russian epic launches Smirnoff Black on TV

Lowe Howard-Spink unveiled its first TV ad for Smirnoff this week when it launched Smirnoff Black with a campaign that seeks to underline the Russian heritage of the brand.

Lowe Howard-Spink unveiled its first TV ad for Smirnoff this week when

it launched Smirnoff Black with a campaign that seeks to underline the

Russian heritage of the brand.



The commercial, which is set in pre-revolutionary Russia, will be

screened for one month on Channel 4 and satellite TV backed by a budget

of pounds 1 million.



The 60-second execution is filmed on an epic scale with a cast of 700

extras. It depicts a mob of Russian peasants rushing through a snowy

square at night and storming a palace. They burst into a sumptuous room

where a Russian nobleman is sipping a glass of Smirnoff Black.



The peasant leader shouts: ‘We are the people’s army. All members of the

aristocracy are to be arrested!’ He orders the mob to remove the

nobleman, and remains alone in the room with the Smirnoff Black. He

pours himself a shot and is about to taste the drink when another group

of peasants rushes in.



The leader of the new group mistakes the first leader for a nobleman

because he is drinking Smirnoff Black. The first peasant leader insists

he is ‘people’s army, too’. But the second leader refuses to believe him

and orders him to be taken away.



The second leader settles down to try Smirnoff Black. And the mistake is

repeated with a new set of peasants.



The ad ends with the words: ‘The mellow taste of Smirnoff Black.

Imperial Russia’s best-kept secret.’



Jonathan Stordy, Smirnoff’s marketing controller, said: ‘The objective

of this ad is not just to benefit Black but the whole Smirnoff brand.

Lowes has taken a simple idea and created a highly emotional film.’



The commercial was written by Phil Dearman, art directed by Charles Inge

and directed by Barry Myers through Spots.



Client of the Week, p16



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