Three Olives Vodka, "Cowboys"

Something that’s missing from a lot of TV commercials these days is a strong concept, an idea that persists beyond a single spot and even transcends the ads themselves. Often drowned out in favor of a quick viral hit care of a blow to the crotch, a powerful concept can be the making of a brand. (Think “Where’s the beef?”) With a triptych of new animated spots for U.K. vodka brand Three Olives, M&C Saatchi opts to hijack the classic, corny joke opener which sees three people of some sort walking into a bar.