I'll say that again. Wow.
The new Smirnoff ad from JWT London is nothing short of a tour de force.
It's easily my favourite ad of the year so far. And a dead cert for a pencil / Gold Lion. No question.
The idea of the sea 'rejecting' man's pollution gives the ad a political angle that adds a satisfying depth to the special-effects bonanza. But it's not heavy-handed. Did you catch the shot of the guy filling up his 4x4? The addition of the Greek statues and 'epic' soundtrack make it timeless.
And this ad will sell vodka, there is absolutely no doubt about that. What young guy doesn't love second world war aeroplanes? The sight of them rising from the depths of the ocean is simply awesome, there's no other word for it. And is that a dead pilot I see at the controls of a commercial airliner? Daring. This ad has balls and a social conscience.
Plus, the logic is impeccably tied up at the end.
I don't mean to sound like some kind of groupie, but it's ads like this I come to work for.