Devito/Verdi in New York created Grey Goose ads two years ago that featured a bartender in a darkened bar quipping wittily about the vodka brand. The account was awarded to Sugartown Creative in New York in March, which last month broke ads with the tagline, "The world's best tasting vodka," that show bartenders, a sommelier and the host of a VIP room quipping wittily about Grey Goose. Though similar in appearance and theme, there are differences, says Fritz Westenberger, Sugartown creative director. Having Mark Romanek direct "brought a lot of style" to the ads, he says. The ads "are starting to suggest lifestyle skewed to the brand, rather than being completely product-focused."