Drinking occasions are happening more frequently and in more moderation and people are looking for ‘lighter’ drinks. So on this brief Smirnoff wanted to introduce the ‘new’ Smirnoff Soda Fruit Smash cocktail serve, something similar to what a G&T is for the gin. At the same time, Smirnoff wanted to expand the definition of a vodka drinking occasion. It has a hardcore image where an order of a vodka is a signal to the world that it’s going to be a wild night.
The film then, needed to introduce the serve using a different tone to what Smirnoff usually does. So what better way to introduce it than with a jingle like song that repeats the recipe of the serve over a mix of sensory appealing images and sounds and scenes of people on those more lively drinking occasions.
To sell the idea I put together this song as a prototype. The client loved it and went for it. Originally the lyrics were the instructions for the serve: pour it (vodka), fill it (with soda), smash it (the fruit), drink it. Later we changed it for the name of the serve (Smirnoff, soda, smash) because that was the main take away.
Surprisingly enough, although there are many regulations around ads selling alcohol drinks, it’s ok to say ‘drink!’ four times in 20seconds.
Client: Smirnoff UK
Creative Director: Anders Stake.
Writer: Andy Johns.
Art director: Jonay Urbina.
Sound: Stainless Sound