JWT’s Smirnoff ‘Neat’ Gives Way to ‘Get Out’

NEW YORK A new spot by J. Walter Thompson for Smirnoff urges consumers to seize what life has to offer and introduces “Get out” as a tagline.

The 30-second ad by the New York shop, which broke Monday on national cable, shows a man noticing on the TV news that something is going on below his bedroom window. When he looks out, he sees a mass of people, including Carnivale dancers, an astronaut, jockeys, geisha girls, pro wrestlers, people on stilts and others, all holding signs and yelling at him to “Get out.” Onscreen copy reads, “Life is calling. Where are you?” The spot ends with the tagline and a product shot.

The work is a departure from previous ads, which broke in October and showed the Smirnoff bottle against a white screen and focused on the virtues of drinking the vodka “Neat.”

“We launched ‘Neat’ to be more of a core value campaign, to talk about the quality of what’s inside the bottle,” said JWT creative director Jay Sharfstein. “The ‘Get out’ work is launching into a new idea about getting out and sucking the marrow out of life—to challenge people to live a richer, fuller and more responsible life.”

Dante Ariola of MJZ directed the spot in Buenos Aires, Argentina, which was shot in three nights. Several hundred extras that make up the crowd were cast in Los Angeles and Buenos Aires.

“It was surreal experience,” said Sharfstein, a copywriter. “We roped off several streets in downtown Buenos Aires and at 3 in the morning, we would be shooting the jockeys and look right and see a geisha girl and look to the left and see a Mexican wrestler. It was an odd, surreal group of characters.”

The characters were chosen to represent “all walks of the most exciting aspects of life,” according to creative director and art director Con Williamson.

Mike Campbell served as chief creative officer, and Ed Evangelista and Chris D’Rozario were executive creative directors.

The “Get out” campaign will also include another TV spot, with an undetermined break date, as well as outdoor and wild postings.