Ad of the Week: clever Cîroc balances celeb cool with off-licence approachability

People always complain about the inexplicable-but-somehow-classy perfume ads that emerge at this time of year, but their opacity is part of the point – you can’t explain what they smell like, so it’s all about image.

It’s a similar deal with vodka. It’s hard to quantify what makes it ‘super-premium’ or go into detail about taste cues, but Cîroc, making its TV debut, cleverly positions itself as an exclusive and approachable brand.

It does the former with its cool celebrity ambassadors (model Winnie Harlow, drag entertainer Bimini and hip-hop duo Krept & Konan – each neatly colour co-ordinated to a flavour), and the latter by setting part of its trio of ads in a relatable off-licence staffed by a geezer in a ropey tracksuit.

Its ‘Make Big Moves’ adds a positive-if-vague message, too. Clever stuff!