JWT and Smirnoff mix it up

In a slick new TV spot and mural ad campaign for Smirnoff vodka, J. Walter Thompson channels deejaying, nightclubbing and the diversity of young people's personalities to target the 19- to 30-year-old set.

In a slick new TV spot and mural ad campaign for Smirnoff vodka, J. Walter Thompson channels deejaying, nightclubbing and the diversity of young people’s personalities to target the 19- to 30-year-old set.

The ad, called ‘Rain,’ originally launched nationally in both English and French on July 8, when it aired for a week, and was relaunched on August 5. The spot features beautiful, rain-drenched twentysomethings waiting outside a club and later enjoying martinis inside.

The almost voiceless black-and-white spot is intercut with the text: ’1 part: red-blooded,’ ’1 part: gentleman,’ and ’1 part: foresight,’ and ends with the voiceover ‘Smirnoff: What’s your mix.’

The mural ad has been displayed since the end of May on the side of an Adelaide Street building in the heart of downtown Toronto’s club district and features DJ Mark Scaife manning the decks at a nightclub. The mural also has tripartite text, this time encompassing the traits: ‘AV nerd,’ ‘performer’ and ‘puppet master’ to describe the personality of the deejay.

JWT account director Julien Coulter says the ads seek to engage by emphasizing the idea of choice in shaping personality.

‘The campaign highlights individuals and the inherent parts of their personality that make them interesting as people,’ says Coulter. ‘By posing the tagline as a question, ‘What’s your mix,’ we bring the consumer into the campaign by challenging them to examine what sets them apart.’

The goal behind the new campaign is to recruit new vodka users by using hip imagery relevant to the 19- to 30-year-old group, says Jill Burgin, Toronto-based director of marketing for white spirits at Diageo, which owns Smirnoff.

‘The actors are hip, young, cool, trendy individuals in a very club-like setting which is where our consumers interact with our brand the most,’ says Burgin. ‘We want to put Smirnoff in that situation so [people] can remember the brand when they’re out in those situations and see that it’s relevant to their lifestyle.’

Credits

Client: Diageo

Agency: J. Walter Thompson

Art Director: Malcolm Roberts

Writer: Tim Das

Creative Director: Martin Shewchuk

Account Director: Julien Coulter

Producer: Heather Moshoian