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
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
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
Media planning and buying is through Western International Media, Lowes’
recently separated media brand.