JWT posters reflect purity of Smirnoff

J. Walter Thompson has unveiled a new poster campaign for Smirnoff Red that aims to convey that the most extreme form of purity is invisibility.

J. Walter Thompson has unveiled a new poster campaign for Smirnoff

Red that aims to convey that the most extreme form of purity is

invisibility.



The three posters, which were shot by Gary Bryan, are the latest

executions in JWT’s ’no imperfections’ campaign for Smirnoff. The

advertising attempts to show that Smirnoff Red is so pure that the only

way its presence can be detected is by additional elements such as a

mixer, the ice in the drink, or the effect made by a swizzle stick.



Each poster features an image on a pure white background. The only text

that appears on the posters is that of the ’no imperfections’ vodka icon

in the corner.



One poster features a close-up of a pair of ice-cubes; another a

dramatic shot of tomato juice being poured, and a third a swizzle stick

and a swirl of liquid.



The executions were created by Ken Grimshaw and John Donnelly and run

nationally on 48-sheets. Media buying is through Carat.



The posters follow the brand’s first national TV campaign. The pounds 5

million push features an execution in which a man has a tattoo which

says 666 removed from his head. It then cuts to a convent, where he is

seen accepting a cherry from a nun.



’The aim is to reinforce the purity and quality values of Smirnoff. The

ads use the same line as the TV execution, ’no imperfections’, to

emphasise that drinking a pure product is the best way to be socially

liberated,’ Harry MacAuslan, deputy chairman of JWT, said.



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