Lowes gives Smirnoff Mule a 40s feel

Lowe Howard-Spink borrows from the 40s detective film genre in its first TV spot for IDV’s premium packaged spirit, Smirnoff Mule.

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

errors.



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

Cowboy Films.



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

Saturday.



Media is being planned and bought by Western International Media.



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