NEW YORK Bartle Bogle Hegarty's first advertising for Diageo's Smirnoff Ice includes five television spots and a Web site featuring two Eastern European fans of the beverage.
The work, developed by BBH's London office, reveals facets of the lives of Uri, a plain-talking European who is loyal to Smirnoff, and his best friend Gorb. One spot shows Uri giving viewers a tour of his house, including his refrigerator. Another shows Uri and Gorb traveling to a bar on a sled pulled by a team of Siberian huskies. Arni Thor Jonsson of Saga Film in Reykjavik, Iceland, directed.
A Web site, uriplanet.com, will offer more details about Uri and Gorb.
Outdoor and radio spots are also part of the mix. BBH staffers who worked on the campaign include creative directors Russell Ramsay, Cameron Short and Mike Oughton and agency producer Matt Kemsley.
Previous work for Smirnoff, by JWT in New York, was more stylized, featuring scenes of an apartment completely frozen over.
BBH picked up U.S. duties on Smirnoff Ice from JWT in November, and added international creative duties in December.
Ads begin airing Monday in the U.S on TV shows including 24, Survivor and The Late Show With David Letterman.