By Sarah Vizard

The TV ad, created by 72andsunny, showed a hipster club full of cool characters which tilts into a friendly and joyous scene when someone orders a Smirnoff at the bar. The campaign uses the stripline “Filter the unnecessary. Keep the good stuff.”

Diageo said the difference in the presentations of the bar symbolised the “filtering” of unnecessary personalities and removal of pretentiousness, rather than the presence of alcohol.

Speaking at the time, Lou McKerrow, who was then marketing director for Smirnoff Western Europe, said: “Our new TV spot showcases how good times can be better if you “filter” out the unnecessary Read full story ›

Source: Marketing Week