Smirnoff Red launches cinema campaign

Diageo is backing its Smirnoff Red brand with the launch of a nationwide cinema campaign.

J. Walter Thompson created the ad, which continues the "if Smirnoff made" positioning, and runs for five weeks.

The new execution is set in a luxury hotel. A glamorous woman in an evening dress sits sobbing on the bed. Her worried partner attempts to comfort her.

Unable to alleviate her distress, the man walks outside on to the balcony and leans over to stare at the street. Noticing something, he quickly turns and runs from the room. The action follows him down the stairs to the street where he bends to pick something up.

Returning triumphant to the room, the man offers his closed hand to the woman, and as he opens it she looks up expectantly and smiles, to reveal a missing tooth. His hand reveals her lost denture. The execution closes with the endline: "If Smirnoff made contact lenses."

Cinema activity forms part of the £7 million above-the-line spend behind Smirnoff this year. Diageo is also backing its new Smirnoff Black Ice brand with a campaign through JWT.

Philip Gladman, the marketing director for Smirnoff at Diageo Great Britain, said: "The 'if Smirnoff made' campaign has proved very popular with our consumers and has contributed to the significant growth of the brand over the past year."

The cinema campaign was created by Simon Brotherson and Bruce Menzies and directed by Ivan Bird. The production company was Serious pictures.

Media planning and buying is through Carat.

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