Creativity

Smirnoff-Drinking Ted Danson Struggles With Being Just a 'Regular Guy'

He's an Average Joe Who Wins Emmys and Pays in Diamonds

By Ann-Christine Diaz. Published on Jul 18, 2017

Editor's Pick

Actor Ted Danson appies his comedic chops to shilling vodka in new ads from Smirnoff and 72andSunny New York. A set of spots that dropped online feature the Hollywood talent attempting to fit into the everyman crowd, but failing very badly.

In one spot, he surprises the patron of a bar who uses Danson's name as a metaphor for top shelf snootiness. The actor tells him he's no out of touch Hollywood rich guy and that's he's just like him, a regular Joe who drinks Smirnoff -- but then goes on to pay his tab in diamonds.

Another ad shows him doing the same with a pair of dudes browsing the vodka aisle at the liquor store. "I'm just a regular guy … with a couple of Emmys," he tells them.

A third spot shows Danson clearing up the misconception that Smirnoff is made in Russia, likening it to the popular myth he was once named "sexiest man alive" (he wasn't). A fourth pulls one over on the actor, showing Danson a suavely delivering a script likening himself to Smirnoff (both born in 1864 and "surprisingly cheap") and a final one depicts his envy over the vodka brand's award-winning record.

"Ted is a Hollywood legend and a natural partner to help bring the spirit of Smirnoff to life," Diageo North America Smirnoff VP Jay Sethi in a statement. "His light-hearted, fun and care-free personality is like a real life embodiment of our brand. Ted is great at communicating our quality message in a down-to-earth and relatable way."

The ads continue the Smirnoff's "Only the Best for Everyone" campaign, the debut of which included an ad featuring Chrissy Teigen devouring a burrito. The Danson spots are running online, with some slated to run on broadcast later in the year. Mike Warzin of Arts & Sciences, who directed the Teigen ads, was behind the camera for these as well.

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About

Credits

Date
Jul 18, 2017
Agency:
72andSunny New York
Client:
Smirnoff
Director:
Mike Warzin
Senior Vice President:
Vince Hudson
Production Company:
Arts & Sciences
Vice President:
Jay Sethi
Senior Brand Manager:
Johannah Rogers
Brand Manager:
Hakan Kulturlu
Assistant Brand Manager:
Stephanie Pavone
Executive Creative Director:
Guillermo Vega
Creative Director:
Adolfo Alcala
Designer:
Adolfo Alcala
Creative Director:
Brandon Pierce
Writer:
Brandon Pierce
Designer:
David Cole
Writer:
Shanie Trice
Strategy Director:
Tom Callard
Strategist:
Aaron Gaita
Group Brand Director:
Karla Stewart
Brand Director:
Emily Hoyle
Brand Manager:
Sarah Consagra
Director of Production:
Lora Schulson
Sr. Film Producer:
Meg McCarthy
Sr. Art Producer:
Sabrina Bajaj
Partnerships & Legal:
Quentin Perry
Film Production Company:
Arts & Sciences
Managing Director:
Mal Ward
Producer:
Alex Waite
Director:
Mike Warzin
Director of Photography:
Sean Porter
Editorial Company:
Mack Cut
Editor:
Nick Divers
Assistant Editor:
Kenneth Munoz
Color Company:
Company 3
Artist:
Sofie Borup
Studio:
Heard City
Mixer:
Mike Vitacco
On-Set Photographer:
Sean Porter

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