In Smirnoff's new European ad, a man walks into a bar and finds it pretentious and unfriendly. It's fashionably dark, full of people tweaking their trendy hipster beards, texting and looking so cool they're frankly unapproachable. An order of Smirnoff changes all that, and the bar transforms into something more casual, with people having fun and grooving (to a new track created for the ad by Psychemagik). The tagline is "Filter the unnecessary. Keep the good stuff."
The ad, created by 72andSunny Amsterdam, directed by Joseph Kahn and produced by HSI London, is part of a $25 million European campaign by Smirnoff that aims to make the brand more inclusive. Outdoor and digital ads and experiential activity will contrast pretentious nights out and fun nights out, in line with the TV work.