Smirnoff Twist is the classic vodka in a range of fruity flavours, best enjoyed with a mixer. A TV ad had to get across both the range and the mixing message in a suitably fun and twisted execution.
Somehow, the solution came in the form of ‘un homage du’ New Wave French cinema. Based on Jean-Luc Godard’s iconic 1960 movie, ‘A Bout de Souffle’ (‘Breathless’), we travelled to Paris to cast our very own Jean Paul Belmondo and Jean Seburg. Although the ad itself was filmed in Prague, time and expense were not spared when it came to recreating the look and feel of mid-twentieth century Paris – note the genuine vintage cars and costumes. The spot also features a jazzy track, special aging effects on the film and sound, and of course, that hallmark of New Wave movie making, the jarring jump cut. We even asked the great Jean-Luc Godard to direct it. Unsurprisingly, given that he famously hates advertising, he turned that offer down. Of course, the real twist is how we played with the dialogue and subtitles to tell two different stories – matching and unmatching at different points – yet hitting the same comically overblown emotional pitch. The final effect? Daft. Daft and fun. The print ads were off the wall too.