Smirnoff Ad: The Deconstructed Martini – What do you think?

Bartender or Mixologist

Well, it was bound to happen. For some industry pundits and aficionados, the term ‘mixologist’ is another term for a bartender or, as some put it, a bar chef. But, for many in the industry, the term mixologist is off-putting and the preference is for bartender.

Ray Foley, founder and publisher of Bartender Magazine  has this to say about the different terminology:  “A mixologist is a person who really doesn’t know how to tend bar but has the money to get a PR agent.” Whew, that Ray, such a kidder, always holds back his opinions.

The Smirnoff Ad

A friend in the industry alerted me to the Smirnoff ad that seems to agree with Mr. Foley. According to Adweek, “With the tagline ‘Exclusively for everybody,’ Smirnoff spends most of the ad mocking all things VIP, while also taking quite a few digs at the mixology movement, represented by a Stockholm-educated neckbeard who curates his herbs and deconstructs martinis.” (Neckbeard?)

Here is a link to the Smirnoff Vodka Deconstructed Martini ad, in case you can’t view it below.

So, I have two questions:

For Diageo (owner of Smirnoff) – the ad is clever and very well done. But, you’re poking fun at pretentiousness (which is very cool) so aren’t you biting the hand that feeds you? Aren’t you the people who’ve been pushing the term mixology? If the answer is yes, good for you.

And now dear reader – what do you think of the ad?

(My thanks to Robert Lehrman and John Messinger of Bevlaw.com for bringing this to my attention.)

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Best Beer Super Bowl Ad You Will Not See

Finally, a great Super Bowl ad that makes fun of all irritating marketing and advertising surrounding that mega event.

But, you won’t see it when you watch the Super Bowl.

Adweek has the following headline on its website Newcastle Brown Ale’s Super Bowl Ad Teaser Is the Best You’ll See This Year.

Newcastle Brown Ale with the help of its ad agency, Droga5, has produced a faux teaser for an ad it would have run if they had the money.

It’s a very funny spoof that will run next week. The campaign is called “If We Made It.”

( or watch here).

Also, check out this one.

(or watch here)

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Why Bother Advertising Alcohol? Adweek has the answer.

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Lauren Reeves, who is a comedian and comments on advertising in AdWeek, recently asked this question.

Along the way, she provides a very funny analysis of four different vodka ads. The ads include Grey Goose, Wodka Vodka, Russian Standard and Smirnoff.

Of the four, Wodka has received the most hits on YouTube and is very clever. It’s what often is referred to as good advertising, poor brand sell.

Check out the ads and see what you think. (Come on… you’re working way too hard, you need a diversion.)

Let’s start with Lauren Reeves at Adweek.

Now take a full look at the ads by Grey Goose, Wodka Vodka, Russian Standard and Smirnoff.

Which is your favorite?

I have to tell you – I think any of these are better than the beer ads I’ve seen lately.

(Special shout out thanks to Mike Molnar, Managing Partner at Glow for bringing the videos to my attention.)

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