- Sea (Smirnoff)
Infobox TV advert
caption=A single frame of the "Sea" commercial.
30 July 2007(online) 17 August 2007(Cinema) 20 August 2007(Television)
Latin(music) English (text)
"Sea" is an
advertising campaignlaunched by Diageoin 2007 to promote Smirnoffbrand vodka. It centres around a 60- secondcommercial created by JWT, which premiered on 17 August 2007in showings of "The Bourne Ultimatum" at selected cinemas across the United Kingdom. Various tie-ins were launched, including the "Smirnoff Purifier", an online game, point of sale"Smirnoff purity kits", and a tour of a custom-built "Smirnoff Purification Installation" used to make potablesamples of water taken from saline or otherwise undrinkable water at selected sites. [http://www.diageo.com/en-row/NewsAndMedia/PressReleases/2007/10+August+Sea+Water+Purified+by+the+Smirnoff+Co.htm Sea Water Purified by the Smirnoff Co.] , Diageo( press release), 10 August 2007. Retrieved 31 August 2007.] In all, the campaign cost £5,000,000 to create, making it the largest campaign ever taken on by Diageo for its Smirnoff brand. [ [http://www.morningadvertiser.co.uk/news_detail.aspx?articleid=49479&categoryid=9001 Smirnoff ad hits the waves] , Brian Cunningham, The Morning Advertiser, 28 August 2007. Retrieved 31 August 2007.]
Production of the sixty second commercial, developed by
JWT, took place over seven months. [http://www.utalkmarketing.com/Article.aspx?id=2636 Smirnoff ‘Sea’ TV advert] , Utalkmarketing.com, 6 August 2007. Retrieved 2 September 2007.] The filming of the commercial took place over a period of several weeks in February 2007, primarily in the Coromandel Peninsulaof New Zealand, with additional filming at the white cliffs of Doverand Auckland harbour. The director chosen to oversee the piece was Daniel Kleinman, known for his previous work on James Bond title sequences and adverts for Levi'sand Durex.
The sequence begins with a shot of a crewman on a
fishing trawlerdiscarding a beverage canoverboard, only to have the sea throw it back on board. A montage of scenes commences, showing a number of onlookers, including offshore divers, a helicopterpilot, and workers at an oil platformand a petrol station, staring in amazement as the sea disgorges vast quantities of appliances, rubble, and wrecks ranging from coins to Spitfires, Lancaster bombers, a Scandinavian longshipand a simulacrum of the Colossus of Rhodes, accompanied by a Latinate chant composed by Peter Raeburnof Soundtree Studios. The advert closes with the straplines "Ten Times Filtered", "Triple Distilled" and "Clearly Smirnoff" appearing over a tracking shotacross the now pristine ocean floor, to a bottle of Smirnoff vodka. [ [http://theinspirationroom.com/daily/2007/smirnoff-sea-purification Smirnoff Sea Purification] , Duncan Macleod, The Inspiration Room Daily, 6 August 2007, retrieved 31 August 2007]
The VFX and other
post productionwork were handled by Framestore CFC, and were created using a variety of programs, including Houdini and Flame. [http://www.digitalartsonline.co.uk/news/index.cfm?NewsID=8532 "Framestore cleans up the Sea for Smirnoff"] , Digital Arts, 17 August 2007. Retrieved 31 August 2007.] Since at the time of filming, the sea around Auckand harbour used in the shots of the North Sea oil rig was unsuitably quiescent, the group made use of techniques developed for their earlier work on " Superman Returns" to produce the stormy seas that appear in the final cut.
The piece was first aired in selected cinemas prior to screenings of "
The Bourne Ultimatum" from 17 August 2007. This was followed three days later by appearances on national British television.
An extended version of Peter Raeburns's soundtrack to the ad, named 'Celebrare', was commercially released on July 14th 2008, accompanied by remixes by UK DJs
Layo and Bushwacka!.
AKQA London were brought on by the creators to design the online elements of the campaign which would appear as
teasers prior to the screening of the commercial. Keeping in line with the central themes of the sea and of purification, AKQA constructed the "Smirnoff Purifier". The Purifier was a hydraulic cannon attached to a platform off the southern coast of England. The cannon was used to launch a number of objects including refrigerators, washing machines, and caravans back ashore. The footage taken of the launches was then integrated into an online game on the Smirnoff website, where users would choose how much pressure to fire the objects with. Those who successfully landed all of the pieces onto a target on the beach could enter a prize draw to win a year's supply of Smirnoff vodka. [ [http://www3.smirnoff.com/en-row/Home/home.htm "The Smirnoff Purifier"] , Smirnoff.com. Retrieved 2 September 2007.]
Coinciding with the first appearances of the commercial on television, Smirnoff began a national tour of the "Smirnoff Purification Installation", a custom-built apparatus that would purify samples of
waterfor members of the public who approached the operators. The installation was first tested publicly using water on the ( River Thames), in London, followed by the Water of Leith in Edinburgh in 2005. The installation then went to The Philippinesin 2006, to purify water from the Marikina River. [ [http://www.manilatimes.net/national/2006/sept/10/yehey/top_stories/20060910top2.html Most Metro rivers are grossly polluted] , Ronnie Calumpita, The Manila Times, 10 September 2006. Retrieved 2 September 2007.] Sites in the United Kingdom visited by the installation this year to coincide with the commercial include Blackpool( Irish Sea), [ [http://www.skiddle.com/whatson/guide.php/skiddle/Blackpool/Near_North_Pier,_Blackpool_Promenade/Blackpool_Sea_Water_Purified_by_Smirnoff/102390/ Blackpool Sea Water Purified by Smirnoff] , Skiddle.com. Retrieved 2 September 2007.] Portsmouth, Bristol and Newquay( Atlantic Ocean).
When water is placed into the plant, it passes through a series of
sedimentfilters, is chlorinated, and then re-filtered. It then travels through a reverse osmosissystem, is subjected to ultravioletlight, and is tested on-site by approved laboratory staff to ensure its potability. Finally, the water is run through activated charcoalin the same manner as Smirnoff vodka before being presented to the public for consumption.
As a tie-in to the £5m campaign, Smirnoff spent a further £500,000 on a set of
point of salekits focusing on promoting the "purity" of Smirnoff vodka and presenting a number of serving suggestions. The kit includes a training CDwith demonstrations of Smirnoff serves, as well as branded ice buckets, bar runners, posters and drip mats. [ [http://www.thepublican.com/story.asp?storycode=56316 Diageo launches biggest ever Smirnoff campaign] , Hamish Champ, The Publican, 30 July 2007. Retrieved 2 September 2007] [ [http://bordeaux-undiscovered.blogspot.com/2007/08/smirnoff-launches-most-expensive-vodka.html Smirnoff Launches Most Expensive Vodka Campaign Ever] , Nick Stephens, BordeauxUndiscovered.com, 2 August 2007. Retrieved 31 August 2007.]
* [http://fragg.net/video/advert-smirnoff-sea "Sea"] at Fragg.net (Higher quality version available at the official Smirnoff website)
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