Last but not least: social vodka

Over the last few years, vodka has become the in-drink par excellence worldwide. While the distillate used to be associated with Russian lumberjacks who warmed themselves up with rustic home-distilled spirits, today it can no longer be exclusive enough. Vodka brands differentiate themselves from the competition with countless distillation runs, centuries-old recipes or the most exquisite ingredients. In trendy bars, the vodka selection soon resembles a wine list.

Smirnoff thinks: Too much of a good thing - and makes hearty fun of the pursuit of exclusivity in its new campaign. The two American TV stars Alison Brie and Adam Scott organize a party. While it can't be exclusive enough for her, he represents uncomplicated down-to-earthness. She chooses a brand of vodka that only uses potatoes that resemble a celebrity. She sets up a VIP area in the living room. She orders a trendy "Deconstructive Martini" at the bar, for which the bartender attended a school in Stockholm. He, on the other hand, doesn't see why it's necessary to stand out from the simple when the simple is good or even better.

The campaign by the 72andSunny agency comprises a three-minute, extremely entertaining film and its subdivision into individual, extended TV commercials. Smirnoff makes a convincing claim to being a mass product. The brand accounts for 20 percent of vodka sales in the United States. You don't have to have the reputation of being the very best or the very rarest to appeal to the public. (hae)

The movie:
 

The individual spots: