As The Saying Goes

“Pole vaja uhket kuube, kui hing on puhas.” Lose something in the translation? Don’t worry—the ad campaign for the newly launched super-premium Estonian vodka Türi will make sure you don’t.

The campaign, created by Margeotes|Fertitta + Partners in New York, draws on the brand’s unique heritage by using traditional proverbs and illustrating them.

The print ads, which break this month in magazines and newspapers such as GQ, Vanity Fair and The Wall Street Journal, may be perceived by some as slightly controversial: They prominently feature paper sculptures of naked women.

The copy in one execution reads, “In Estonia we say: Ilust juba suppi ei keeda, viinga on hoopis teine lugu. In America you say: One cannot make soup out of beauty, but vodka is another story.”

“It’s a modern way to express the proverbs,” said agency co-creative director Fritz Westenberger. “The naked women show the ability of Estonians to be open-minded, but in a tasteful way.”

The shop also designed the sleek bottle for Türi, which will be available in Atlanta, Chicago, Los Angeles, Miami, New York and San Francisco. Türi is a property of the Casdon Importing Co., a division of Bacardi U.S.A.