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.