Smirnoff bids to rid nightclubs of pretension

Smirnoff, the Diageo-owned vodka brand, has unveiled a £15 million campaign across Europe.

The TV ad launches today. It uses the strapline, "Filter the unnecessary, keep the good stuff."

It shows someone walking through a pretentious, unfriendly nightclub, which transforms into a vibrant, fun party when they get to the bar and choose to drink Smirnoff.

The TV spot will run from September to the end of the year. It was created by 72andSunny Amsterdam, directed by Joseph Kahn and produced by HSI London. The UK musicians Psychemagik created a special soundtrack for the ad.

The TV ad will be accompanied by outdoor and digital ads, as well as street demonstrations that will contrast the two types of nights out – pretentious nights and fun nights.

Lou McKerrow, the marketing director for Smirnoff Western Europe, said: "Smirnoff wants to make good times better for the many.

"Our Gen Y consumer wants nothing to get in the way of having an honest, effortless good time, just like we don’t want anything to get in the way of making the purest vodka.

"Our new TV spot showcases how good times can be better if you ‘filter’ out the unnecessary pretence that can get in the way of a great night out (while also serving as a great metaphor for the way we filter Smirnoff ten times to deliver the purity of our vodka)."