Ad of the Day: Smirnoff

Enjoy a 'nocturnal awakening' in this colorful, raucous and really quite outlandish spot from JWT

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New York's hottest club is Nocturnal Awakening. Located in an abandoned warehouse, this club has everything: Tear gas. Glitter showers. Screeching owls. Ice-filled pianos. Watermelons being hurled at industrial-sized fans. A rhyming Grace Jones look-alike reciting. Vodka.

OK, so "Nocturnal Awakening" is actually the latest spot from Smirnoff and JWT New York—not a creation of Saturday Night Live's resident nightlife expert, Stefon. But it sure comes close. "The nocturnal awakening is about to begin," begins the spot's narrator (who really does appear to be a Grace Jones impersonator, for the record) before launching into a nursery-rhyme-cum-nightlife manifesto imploring "the creators, the curious, the yearners" (who appear to be very attractive hipster types with a thing for body paint and glitter) to "let others dream, asleep, in their bed; we'll stay awake and sleep when we're dead." Also, to drink a lot of vodka.

As overblown as the spot may be, it has some pretty stunning images. The red silk flower, the bursting fruit, the cloud of crimson smoke all make a strong visual impact; it's just too bad they're interspersed with things like a wide-eyed owl (a "night owl"? Really?) or a piano doubling as a cooler (they're probably ruining a perfectly good instrument).

But maybe it all makes sense at 4 o'clock in the morning, when you're on your ninth vodka-and-smashed-watermelon.


Client: Smirnoff

Agency: JWT, New York

Executive Creative Director: Ben James

Art Director: Eric Larkin

Copywriters: Alexis Reid, Visha Nguyen

Global Planner: Yusuf Chuku

Head of Production: Sergio Lopez

Senior Producers: Angela Buck, Holly Otto

Project Managers: Joe Watana, Terea Shaffer

Global Business Director: Amy Frisch

Global Account Director: Nicole Bray

Account Associate: Tyler Harris

Chief Creative Officer, North America: Jeff Benjamin

Co-Chief Creative Officers, New York: Ryan Kutscher, Matt MacDonald

Client Team: Simon Burch, SVP, Global Brand Director; Michelle Klein, VP, Smirnoff Global Marketing, Communications and Digital

Director: Nima Nourizadeh

Production Company: Partizan

Postproduction (Flame): Final Cut/Absolute

Editor: Dan Sherwen

Editing House: Final Cut

Post/Color Correction House: Company 3

Colorist: Tom Poole

Audio: Squeak E Clean

Animation: The Picture Mill

Digital Agency: Profero

PR Agency: Edelman

@adweekemma Emma Bazilian is Adweek's features editor.