Smirnoff's first global campaign in more than 25 years pays tribute to the brand's 155-year history of exile, secrecy and rebellion.
Set to El Michels Affair’s rearrangement of hip-hop track Shimmy Shimmy Ya, the spot covers Smirnoff’s colourful journey since its inception in 1860s Russia. From first appearing in France to playing a role in America's cocktail revolution in the 1950s, the "secret story" of Smirnoff is a bid to position the vodka brand as a disruptive force in the spirits industry.
The film is supported by broadcast, out-of-home, digital, social and print advertising. It was directed by Rupert Sanders (the director behind Snow White and the Huntsman and Ghost in the Shell) through MJZ.