Smirnoff

Written as a wake-up call for couch potatoes, on a strategy that challenged people to “live deep and suck out all the marrow of life.” Yes, the planners lifted it from Thoreau. It was still a great platform to write to.

The “Intelligent Nightlife” tagline was already in place. The work moved the campaign away from lifestyle and toward sophisticated comedy, including “Rap Video,” which aired on the Super Bowl.

The client asked for a simple bottle shot with a recipe. That’s exactly what they got, with a twist.