I saw the new TV advertisement to promote Smirnoff Vodka, and I think the way have approached the idea is brilliant. The main concept is a bit out there but works well, and the point of sale is to emphasise the purity of the drink, having less impurities because of how many times it is distilled and filtered.
The film begins with a man working on a ship at sea who throws an empty can in the water, and the can is then thrown back at him out of the water. The film then shows various scenes where old objects are coming back out of the water, statues, aircraft's and coins and going back on land. The film then ends with the camera running under the clear, bright white water to then display a bottle of Smirnoff Vodka. This is trying to represent the purity of the drink, which I think comes across very well, and coincide with the slogan, clearly Smirnoff.
The idea is so simple to represent the idea of purity, and the drink having no impurities, and the way it is captures looks very good. The advert would look good on the big screen at a cinema, with destructive scenes looking like that out of Independence Day or The Day After Tomorrow that must have been very expensive. The agency who produced the ad was JTW in London and the director was Daniel Kleinman, so their budget must have been massive. The soundtrack uses a classical orchestra sound, and I am unsure who it is by but again adds to this image of purity, keeping in sync with the scenes used on the screen.
The video must have taken some time to make, even though it only lasts about fifty three seconds, and along with the classical music, it gets the message across extremely well.
SMIRNOFF VODKA: http://www.youtube.com/watch?v=E1OwQHIbskQ
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