Lowe Howard-Spink launches a pre-Christmas international press
campaign this week for the premium vodka brand, Smirnoff Black.
The three executions are designed to highlight the vodka’s ’mellow’
taste, which drinkers are encouraged to experience without any mixers.
All use the endline: ’Great by itself. Even better on its own.’
The first execution, entitled ’hands’, demonstrates ’how to make the
perfect cocktail using Smirnoff Black’. The ad is presented in the form
of an illustrated instruction booklet, featuring just the hands and
lower arm of a black-jacketed barman. The text reads: ’Take 10 parts
Smirnoff Black, followed by 0 parts gin, then 0 parts whisky. Add 0
parts orange, with 0 parts angostura bitters. Add no ice. Don’t put into
a cocktail shaker and shake. Pour into a glass and serve frozen.’
Another execution, entitled ’glasses’, shows ’five delicious new drinks
created by the world’s top barmen using Smirnoff Black’. However, the
drinks on offer all turn out to be neat, frozen Smirnoff Black.
The campaign was created by the copywriter, Paul Marshall, and the art
director, Gary Marshall. The photography was by Matthew Donaldson with
design by Michael Nash. Media planning and buying is by Western
International Media.
