Lowe Howard-Spink borrows from the 40s detective film genre in its
first TV spot for IDV’s premium packaged spirit, Smirnoff Mule.
The ad, entitled ’two hats’, is a parody of the Big Sleep, starring
Humphrey Bogart and Lauren Bacall. Shot in desaturated colour to give it
a period feel, the ad centres around a detective and his female client
who find themselves subjected to a series of ridiculous continuity
For example, the woman’s hair colour, weight and accessories vary
dramatically from one shot to another. The detective finds himself
growing a moustache in one scene, and in another he is shown wearing
flippers. At one point he lights a match and then tosses it into an
ashtray. But by the time the match has hit its target, it has turned
into a cigarette lighter.
The TV work, which uses the endline ’mixed in Hollywood since the
1940s’, builds on Lowes’ press and poster campaign for Smirnoff Mule,
which has been running since its launch in 1996.
The commercial was created at Lowes by the copywriter, Paul Silburn, and
the art director, Vince Squibb. It was directed by Mark Story through
Jeff Amell, IDV’s brands controller, said: ’The launch of advertising on
TV will fuel continued growth and consolidate our position as the key
player in the premium packaged spirit market.’
’Two hats’ breaks on satellite and terrestrial television this
Media is being planned and bought by Western International Media.