Smirnoff - Super Bowl
Super cold. Super Bowl. Super special. Smirnoff is for all the people, even miners in the mountains of Alaska. Touchdown.
Strategic Insight: The Super Bowl is a high-stakes environment where brands usually try too hard to be "epic."
The Setup: Lean into "rugged inclusivity." By setting the campaign in a remote, honest environment like Alaska, the strategy positions Smirnoff as the vodka for real people, which happens to be all of the people.
Roles Played:
Creative Director
Copywriter
Flag Runner
Snowball Thrower