Seasonal spirit given unsettling twist in Smirnoff ads

The truth behind Christmas spirit is revealed in the latest campaign for Smirnoff Red by Lowe Howard-Spink.

The truth behind Christmas spirit is revealed in the latest

campaign for Smirnoff Red by Lowe Howard-Spink.

The two new ads - part of a five-strong print campaign to be launched on

15 December - show the flipside of traditional Yuletide greetings in a

continuation of the brand’s ’through the bottle’ campaign.

In one ad, the joke from a Christmas cracker begins: ’Man: ’Doctor,

doctor, I feel like a pair of curtains,’’ while the reply is distorted

by the vodka to read: ’Doctor: ’That’s because you’re a paranoid

delusionary with multiple personalities and a mother complex.’’

In the second, a Christmas card’s message of ’Season’s Greetings’ is

distorted to read: ’I only sent you one because you sent me one.’ It was

written by Shay Reading and art directed by Michaela Larosse while

’cracker’ was written by Ben Priest and art directed by Brian


Another ad in the series is an international execution featuring five

women in a ladies’ cloakroom at a club. Called ’vamp’, it shows four

glamorous women preening themselves in front of a mirror, while a fifth

looks at herself through the Smirnoff bottle. She has no reflection,

thus revealing that she is a vampire. It was created by Steve McCabe,

Paul Copeland and Tony Hector.

The final two posters have been designed in 3D especially for six-sheet

sites in bus shelters, so that people sitting down feel as if they are

looking through the bottle.

In one, the viewer stares into a lion’s den while, in another, a nurse

appears behind the door of a clinic putting on a pair of surgical

gloves. Both were written by Jez Willy and art directed by Alan


The ads will run in the style press and on posters, with media through

Western International Media.

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