Smirnoff Makes a Splash

NEW YORK Watching 30 seconds of water pulsating and gyrating to thumping beats doesn’t sound all that interesting, but in the case of a new Smirnoff spot from JWT advertising the Diageo brand’s spring water-alcohol combo, the dance-punk performance is splashy enough to suck you in. The ad, for Smirnoff Source, is directed by music video and spot director Koichiro Tsujikawa, who lets the music of Rapture drive the on-screen water show. No hefty statements are made about the benefits of drinking a spring water-based alcoholic beverage; the spirited sell is about the lifestyle. The only copy tells viewers, “Pure spring water + alcohol.” At the close of the spot, the words “Clearly source. Clearly” appear.