Smirnoff is launching the second in its £3m ‘Not the Usual’ ad campaign in a bid to boost Christmas sales of the number one UK spirit brand. The ad is called ‘Diamond’ and will debut at the cinema, starting this week at screenings of
‘Alfie’, with television starting on November 12. It focuses on a ‘Ten Times Filtered’ strapline to reinforce the charcoal purification the liquid goes through. Inspired by a media story earlier this year, Diamond is narrated by Coen Brothers regular Jan Polito, whose character dies and is cremated. His ashes are collected and taken to a company in Los Angeles called Live On.
The ashes are turned into a diamond through a new scientific process and in the final shot viewers see the resulting gem glinting in the tooth of a woman. Smirnoff marketing manager at Diageo GB, James Pennefather, said: “We believe the best way to deliver further growth is for our communications to focus on the difference between Smirnoff and other vodkas.”
‘Alfie’, with television starting on November 12. It focuses on a ‘Ten Times Filtered’ strapline to reinforce the charcoal purification the liquid goes through. Inspired by a media story earlier this year, Diamond is narrated by Coen Brothers regular Jan Polito, whose character dies and is cremated. His ashes are collected and taken to a company in Los Angeles called Live On.
The ashes are turned into a diamond through a new scientific process and in the final shot viewers see the resulting gem glinting in the tooth of a woman. Smirnoff marketing manager at Diageo GB, James Pennefather, said: “We believe the best way to deliver further growth is for our communications to focus on the difference between Smirnoff and other vodkas.”
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