Magazine article Marketing

ADWATCH: Smirnoff Builds Brand Credibility with Dolphin Show Spot

Magazine article Marketing

ADWATCH: Smirnoff Builds Brand Credibility with Dolphin Show Spot

Article excerpt

Smirnoff Red continues to target 24- to 35-year-olds with irreverent humour in its latest ad.

Diageo GB is continuing its 'If Smirnoff made ...' series using a dolphin show in J Walter Thompson's latest execution in the long-running campaign for Smirnoff Red.

The fourth execution in the series reached number 12 in this week's Adwatch table, with a recall of 36%.

The ad, filmed at Seaworld in Durban, South Africa, features a dolphin trainer giving his animal stars a cue for their performance. The dolphins refuse to oblige, staring back at him and chattering to themselves. Subtitles reveal to viewers that they are making cheeky comments.

After failing to start the show, the trainer dives into the water and disappears, before propelling himself out of the pool to take a fish from his assistant. The performance continues to rapturous applause and the ad closes with the endline 'If Smirnoff made trunks'. The spot aired for a month from March 3. Media buying was by Carat.

Will Browne-Swinburne, board account director at JWT, says: 'While Smirnoff is one of the most consumed spirits in the world, its ubiquity can be a problem. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.