Smirnoff TV spot tells story of reincarnation

J. Walter Thompson has created a spot for Diageo's flagship vodka brand, Smirnoff, in which the lead character is reincarnated as a diamond.

The ad is the second in the "not the usual" campaign. Each ad in the series focuses on a different product bene-fit in order to emphasise Smirnoff's distinctive attributes. The new ad, entitled "diamonds", focuses on the phrase "ten times filtered", which features on the Smirnoff bottle.

The phrase refers to the production process during which vodka is filtered through ten columns of Polish charcoal to produce a smoother finish.

The ad is narrated by the actor Jon Polito, a regular in the Coen brothers' films. After Polito's character dies, his body is cremated and his ashes are collected in an urn, which his brother then takes to a company called Live On. The company turns the ashes into a diamond, which, in the final shot, we see glinting in the tooth of a woman.

The spot will launch this Friday in cinemas during Alfie - the new film starring Jude Law, which is expected to play well with Smirnoff's key 18- to 34-year-old demographic.

The TV ad will debut on 12 November, during About a Boy on ITV1, and will initially run until Christmas on terrestrial and satellite.

In addition, there will be a £1 million nationwide "not the usual" outdoor 48-sheet campaign to bolster the brand's presence during December.

The ad was written by Jonathan Budds and art directed by Anita Davis.

It was directed by Traktor through Partizan. Media buying and planning is handled by Carat.

James Pennefather, the marketing manager for Smirnoff at Diageo Great Britain, said: "We believe that the best way to deliver further growth is for our communications to focus on the difference between Smirnoff and other vodkas."

He added: "With the new ad, we made a decision to launch in cinemas first before airing on TV. This will allow us to generate talkability about the ad before its mainstream TV launch."

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