Created by JWT and featuring the US premier of Koichiro Tsujikawa as Director, this spot for the new Smirnoff Vodka named “Source” features water pulsating to the music of The Rapture (song is titled “Whoo Alright Yea Uh Huh”). The new brand initiative ends the ad with a simple message “Pure spring water + alcohol” then closes with the tagline: “Clearly source. Clearly.”
Taken from AvenueVine:
The broadcast ads will run in nine Northeastern states through the end of August, including Connecticut, Maine, Maryland, Massachusetts, Michigan, New York, Ohio, Pennsylvania and Road Island.
The online banner ads, which will allow consumers to use their mouse to manipulate the dancing water to create unique shapes and patterns of their choosing, will run from July through August and again from October through November. Outdoor billboards featuring a three-dimensional bottle of Smirnoff Source being submerged in water will appear in cities throughout the Northeast beginning in July.
Interesting new addition to the already crowded vodka market. I’m curious to see how this takes to American markets. This product will be offered under their Progressive Adult Beverage line, which already features Smirnoff Ice, Smirnoff Raw Tea and Captain Morgan Parrot Bay Tropical Malt which should give you the general market/demo they’re shooting for.
Don’t think the product will last long, but I was a fan of the spot….. then again, if you read this site for long enough you’ll find that I’m a sucker for eye-candy.
UPDATE 7/26/07: It’s just been pointed out to me that Smirnoff Source is NOT a vodka brand, but rather a malt beverage sold alongside beer. Sorry for the confusion. Press release can be found here
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