AdvertiserAnn Inama, European brand director, Diageo
AgencyBartle Bogle Hegarty
ExposureUnited Kingdom and Europe
A change of direction by Diageo and BBH puts the Smirnoff Ice brand in the hands of chilled-out Russian Uri, who introduces us to his Arctic wilderness home, in the style of MTV's 'Cribs'.
By not trying as hard to impress as former effort, "Lyriquid PerfectionD, the Siberian shenanigans should draw a new generation of drinkers into the Smirnoff Ice mindset.