72andSunny Amsterdam Filters the Unnecessary for Smirnoff Campaign

Smirnoff, the Diageo-owned drinks brand, has launched a new European campaign across its key markets, running from September through to the end of the year.

In the campaign, which uses the line "Filter the unnecessary. Keep the good stuff", Smirnoff highlights its brand purpose of making good times better for the many. In this case, by removing the things that can get in the way of a good time. The new comms brings this positioning to life in a novel way. Shot from the perspective of a person on a night out, it follows their journey through a busy bar.  

Created by creative company 72andSunny Amsterdam, the ad opens with the customer entering a pompous VIP setting, to be met by awkward stares from the stereotypical crowd that check who is entering their territory. Depicting pretention, people in the room are over-accessorised with tongue in cheek ‘items of desire’, such as a pet ferret and an over-the-top, ridiculous handlebar moustache.  Completing the scene, a bored DJ is seen head down, navigating his smartphone, more consumed in this than in entertaining the crowd, leaving the turntables untouched.

To filter the unnecessary, the room appears to tilt when the main character reaches the bar. At that moment the bar empties of pretention, leaving only the good stuff in the shape of an honest, effortless party.

Lou McKerrow, Marketing Director for Smirnoff Western Europe says: “Smirnoff wants to make good times better for the many. Our Gen Y consumer wants nothing to get in the way of having an honest, effortless good time, just like we don’t want anything to get in the way of making the purest vodka. Our new TV spot showcases how good times can be better if you “filter” out the unnecessary pretence that can get in the way of a great night out (whilst also serving as a great metaphor for the way we filter Smirnoff ten times to deliver the purity of our vodka).”

The ad, which was filmed in London, features a soundtrack that was produced by UK duo Psychemagik for the Smirnoff campaign.

The campaign spend is £15 million and will air in the UK from September 22nd 2014. The TV ad will be accompanied by Outdoor, digital and on the street demonstrations that will showcase the contrasting ‘two worlds’ of a night out.  The poster campaign will display a cold and contrived scenario with a rip effect unveiling a welcoming and authentic party scene behind.

72andSunny Amsterdam’s Carlo Cavallone was the creative director on the ad which was directed by Joseph Kahn and produced by HSI London.