Lowes reveals latest Smirnoff ad

Lowe Howard-Spink has created a surreal adventure chase around the planet in its third ’pure thrill’ commercial for Smirnoff, due to break in the UK next week.

Lowe Howard-Spink has created a surreal adventure chase around the

planet in its third ’pure thrill’ commercial for Smirnoff, due to break

in the UK next week.



The latest commercial is a departure from Lowes’ two previous films for

the Vodka giant - ’liner’, which broke in 1993, and ’wedding reception’

in 1995 - since the Smirnoff bottle is used this time as the

protagonist, dictating the pace and action of the adventure.



In the ad, a young hero and heroine are pursued by an evil-looking

villain and his gang of henchmen.



As they attempt to flee their pursuers, the pair are transported through

seven different scenes in 60 seconds, during which they contend with

speeding trains, rough seas and attacking space craft.



Each time viewers see the action through a Smirnoff bottle, the scene

changes, allowing the pair to escape into a fresh scenario. At the end

of the ad, the pair are reunited back in the restaurant where the action

started. The film is backed by a throbbing techno soundtrack.



The ad was created by the Lowes copywriter, Derek Apps, and art directed

by Mitch Levy. It was directed by Michel Gondry though Partizan Midi

Minuit.



Tim Lindsay, the chief executive of Lowes, said: ’The challenge for each

Smirnoff execution is to capture the imagination of the consumer and

deepen their involvement with the brand. I believe that this film has

the power to achieve that.’



The commercial spent six months in production, with the main shoot

taking place in London while the backdrops were filmed in

California.



The film takes its inspiration from the 60s cult movie, Last Year in

Marienbad, as well as several Steven Spielberg blockbuster films - hence

it has the name, ’smarienberg’, with the ’s’ standing for Smirnoff.



’Smarienberg’ will be released across 50 markets worldwide throughout

the year with the UK, Brazil and Denmark being the first to see the

ad.



Media planning and buying is through Western International Media, Lowes’

recently separated media brand.



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