Smirnoff is taking consumers inside vodka. The brand has launched a new ad, which allows us to get a deeper insight into the product and touch the very heart of the drink with the help of visual effects. In the spot called Transparent says, “At Smirnoff we triple distil and filter ten times because we believe that a purer vodka is a better vodka. Can you see what we mean? Why compromise?”

It seems as if the camera is placed within vodka and we see from the inside how pure it is. The text in the ad is rather blurred, and this effect makes the commercial yet more mysterious and exquisite. The sound is also not smooth, as if bubbles are integrated in the music as well.

The commercial with a new approach of introducing the alcohol brand was developed by at JWT London by creative directors Anita Davis and Jonathan Budds.