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.
