"It's big on budget, big on effects and the classic big idea realised on a wonderfully big scale. It is also one of those ads that manages to make advertising look easy, despite the weeks and weeks of post-production. With such a rich heritage, you feel Smirnoff deserves some truly memorable work and this is just the trick." It was written and art directed by Rob Spicer and Adam Griffin, and directed by Daniel Kleinman at Rattling Stick.
Noel Bussey is impressed by the purity of JWT's latest work for Smirnoff: