Smirnoff's Multifaceted Purity Message Makes Powerful Statements

With not so subtle environmental and political commentary, this new JWT London-created commercial for Smirnoff - sent to us by Adrants reader Scamp - just blows away any recent liquor ad - or any ad, for that matter - we've seen in a long time. With amazing special effects and bone-chilling Soviet-style music, the sea rebels against man's carelessness and penchant for war mongering by eradicating itself of human byproduct to illustrate Smirnoff's "extraordinary purification" and deliver its "Clearly Smirnoff" tagline.

While this spot may certainly make us feel cool again for drinking Smirnoff, there's two oddities we need to point out. First, if the sea is upchucking all of mankind's crap and tossing it on terra firma, one assumes the land might get a bit pissed off and toss it all back. Perhaps Poland Spring or some other land-based, purity-focused company can pick up where this spot left off. Second, and speaking of the ocean, we certainly hope Smirnoff isn't made with salt water as is indicated in this commercial.

Maybe that's nitpicking a beautiful concept but we can't help ourselves. Besides, if all we wrote was glowingly positive articles here, would any of you read us?

To be clear, we love the spot. It's great work. JWT London and Smirnoff should be proud. If you are or know the production company behind this work, please let us know. We'd like to give a nod to them as well.

NOTE: I have the higher quality Quicktime if anyone wants it.

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Tags: jwt, smirnoff
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Comment by TJ Bennett on August 2, 2007 at 10:30am: it's a beautiful ad, but i'm not sure it makes me want to drink smirnoff though. the connection between the ocean spitting back everything and the purity of vodka is a bit of a leap for me. still, it's an impressive production and at the very least makes smirnoff feel as if they care about the environment, which isn't a bad thinga at all.

Comment by Steve Hall on August 1, 2007 at 2:03pm: If it's ass, why does it keep winning vodka taste awards? I think too many people have had their taste buds ruined by all those fancy, top shelf so called smooth vodas that have distilled out every last drop of tatse. But, that's just my opinion.

Comment by Dario Meli on July 31, 2007 at 9:58pm: That is a sweet ad! I love the thought of all the interesting artifacts around the world that are at the bottom of the sea.

Too bad Smirnoff is ass though ;-)