If there's one age-old trick that's worked for mid-priced brands, it's poking fun at the pretentiousness of their costly competitors. Smirnoff's new campaign is no exception, though it somehow accomplishes the goal while still using some of TV's hottest talent.
Alison Brie of Community and Mad Men and Adam Scott of Parks and Recreation come together to host a party in this three-minute Smirnoff video—the first work for the brand from 72andSunny's offices in Amsterdam and New York. "The Party" has also been broken into 30-second clips that will be running as TV ads, along with a related spot dedicated to designated drivers.
With the tagline "Exclusively for everybody," Smirnoff spends most of the ad mocking all things VIP, while also taking quite a few digs at the mixology movement, represented by a Stockholm-educated neckbeard who curates his herbs and deconstructs martinis.
"Smirnoff was created to be enjoyed by everyone, from czars and Hollywood stars to you and your friends in the bar down the street," U.S. brand director Dan Kleinman said in a statement. "We want to celebrate that we're there for good times, wherever and however they occur."
The full video has its comedic lulls, but Brie and Scott are right in their sweet spot as charmingly awkward friends, and there are a few fun cameos that will get a smile from fans of 30 Rock and a certain classic 1984 karate-themed movie.
"When I read the script for 'The Party,' I really liked the message and vibe that Smirnoff wanted to bring to the forefront," Brie said in the campaign announcement. "A good time is always more fun when everyone is included, and I think the playfulness of 'The Party' videos brings this to life."
The spots were directed by the Russo brothers, Anthony and Joe, who won an Emmy for their pilot of Arrested Development and later served as executive producers of NBC's Community. Most recently, they directed Marvel's newest superhero film, Captain America: The Winter Soldier.
Smirnoff says its campaign will include "broadcast, out of home, digital and a national partnership with Spotify," along with a sweepstakes to win one of four "epic house parties."
Here's the "get home safely" clip from the campaign that's not included in the full video:
Agency: 72andSunny, Amsterdam and New York