Pure Perfection

This commercial was done by JWT London for Smirnoff Vodka. The obvious message of the campaign is that Smirnoff is the purest vodka on the market. As is the way they present it. What a great idea! Most alcohol campaigns involve a provocative 30-second slot with mood setting background music and finishes with a "be responsible" reminder. This is fresh! I admit, I did have to watch it 2 times to catch everything because I wasn't expecting the commercial to be so innovative. Its catchy without being too complex. The art direction is admirable. Helicopters, plains, scuba divers and statues come flying out of the ocean, beginning with a beer can that is tossed back at a sailor who tries to toss it into the water. The end of the commercial focuses in on the crystal-clear water, a visual metaphor for Smirnoff's tagline. JWT is definately a trend setter in the advertising world!