Smirnoff why compromise

And as summer heats up, Smirnoff Zero Sugar is sure to be the beverage of choice for people who want to have their cake — sugar-free of course — and eat it too. With Smirnoff Zero Sugar, you can still bring a little flavor to your summer barbecue, brunch, or dinner party. A long-time leader in the vodka industry, Smirnoff is known for coming up with breakthrough innovations that meet the evolving taste preferences of its customers — and today, more and more people want low-sugar options.

According to the Vice President of Smirnoff North America, the company is embracing the zero-sugar trend, offering consumers easy access to delicious and healthy spirits.

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.

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