Smirnoff is living up to its "not the usual" advertising with another piece of quality work from J. Walter Thompson for Diageo's flagship vodka brand. The spot has the lead character reincarnated as a diamond to drive home Smirnoff's "ten times filtered" distilling process. Another great plot driven ad, although quite whether it's plus for ones dusty remains to end up as a diamond set in a woman's tooth is another matter. Written by Jonathan Budds and art directed by Anita Davis. Partizan's Traktor directed.