Smirnoff Vodka was founded in
Moscow in the 1860s by Pyotr
Arsenievich Smirnov, who was the son of two illiterate Russian peasants. Over many decades of business, including
fleeing from Russia during The October Revolution in 1917, rebuilding the
factory, and even the business changing headquarters from Russia to England,
Smirnoff has remained one of the world’s leading distilled spirit brands.
http://www.youtube.com/watch?v=kIgaNxbR6zQ
In the commercial for Smirnoff vodka, there is an apparent high-class theme
projected throughout the entire commercial.
In the thirty second ad, there are two distinct scenes advertising two
different types of vodka that Smirnoff offers.
The first scene advertises the Marshmallow Fluff vodka. The colors throughout this scene are shades
of blue and white, giving off a calm and relaxed vibe. The color white also infers the idea of
innocence and purity, in both the vodka and the people drinking it. Even the dogs in this scene are fluffy white
poodles! There is a theme of femininity
with the use of the martini glasses and a theme of inclusiveness with the use
of the circular Chinese lanterns. Amber,
the star of the commercial, is seen in this scene interacting with others in a
friendly, amicable way. Even though
there is the idea that the party is for upper-class people, it seems more
all-inclusive of others who just want to have a good time. Her outfit is more similar to the other
guests at the party in the ad, as well as the shoes she is wearing. The Marshmallow side of the ad is also
noticeably less sexual than its counterpart.
The second scene in the commercial is advertising the Whipped Cream
flavored vodka. It is very clear that in
this scene Amber is the star of the show, the center of everyone’s
attention. She has people waiting on her
hand and foot; her outfit is also flashy and decadent. There is an illusion that this vodka is
intended to be consumed by the elite of our society. Evidence of this theory includes nearly every
item in the scene being gold, including bits of gold confetti falling from the
ceiling. The color gold represents the
ideas of fertility, sexuality, and victory.
Indirectly, Smirnoff is sending the message that this type vodka will
make anyone feel like they are the center of attention. Even the dogs in this scene are vicious, the
dogs even bark at Amber, as if demanding that they be included in the drinking
festivities. There are also sexual
references in this part of the ad. It is
seen when Amber is putting whipped cream into another female’s mouth.
Overall,
there is the theme that Smirnoff vodka is intended for a higher class of
person. This vodka, as well as its
marketing, is not geared towards lower class people. Both flavors of vodka can even be broken down
into being directed towards specific personalities. The Marshmallow Fluff is perfect for the
“goody two shoes” type of individual who is looking to have a good time with
friends when drinking alcohol. This type
of person does not generally overdue their alcohol consumption. This is a drastic contrast to the Whipped
Cream flavored vodka, which is intended for the person who is adventurous and
sexual, a person who will do anything to have a good time. All in all, Smirnoff is advertising that they
have vodka to suit anyone and everyone.
In response to the summation of the commercial, "All in all, Smirnoff is advertising that they have vodka to suit anyone and everyone." another way to view it is that Smirnoff has a flavor for whatever mood you are in. For example, the fluff was portrayed as for the nights you are just hanging with friends having a good time and the whipped was for the nights you were going out looking to make some bad decisions. This conveys to the viewer that no matter what kind of night you want to have, Smirnoff should be your drink.
ReplyDeleteAnother thing I saw that I wanted to point out was that there was no "please drink responsibly" line in this ad. I cannot read the text at the bottom at the end, however, many alcohol advertisements add some version of a "responsibility" line and this one did not. Any thoughts?
I would have to agree with what this blog is saying and also the comments above... they all make very good points. However, I also noticed that at the beginning of the blog that Smirnoff was originally founded in Moscow. I find it interesting that, especially in the second part of the commercial that is promoting the whipped cream vodka, the setting gives an almost Russian cultural vibe. I am not sure if that is the type of setting it was supposed to be, but this ad could be presenting Smirnoff Vodka in a more exotic way, making it seem more appealing to the audience as a way to escape.
ReplyDeleteI agree with the previous comments in saying this commercial shows the same girl enjoying Smirnoff in very different atmospheres. I would consider the luxurious theme to be a strand, as the high-end lifestyle is repeated in both situations. They are representing how luxurious the drink will be for anyone. There is also repetition of dancing and happy moods throughout the entire commercial.
ReplyDeleteFor the first scene, I also thought it looked very futuristic. It could be revealing this is the drink of choice for the future. Then the second scene is representing an unrealistic high-end lifestyle that people may desire, and this commercial is showing this could be you if you chose to drink Smirnoff.
I agree with all the comments and the blog for the most part. I do think that both scenes portray a sexual atmospere just in a different way. In the fluffed marshmallow scene, I think the sexual tension is portrayed in a more subtle, less aggressive way. The woman, Amber, seems more innocent in the fluffed marshmallow scene. Like it was said, the blues and whites make the mood feel more calm and pure. Then in the whipped cream scene, the sexual tension is obviously portrayed in a more aggressive, naughty manner. This is apparent when Amber squirts the whipped cream into the other woman's mouth and when they show a close up of Amber's lips.
ReplyDeleteI also agree completely that this commercial was targeted for wealthier, young adults. For example, in one of the clips, Amber is flying first class while getting waited on by men. This scene makes the vodka seem like it's consumed in a more luxurious environment. Also, since all of the actors in the commercial were fairly young and good looking, it's obvious this type of alcoholic beverage is aimed towards the younger adults of society. It is highly unlikeley that middle-aged or elderly people would be appealed by this advertisement.
This commercial is definitely geared toward those who wish to have a good time, and to do it in style. Smirnoff, in general, is not a very expensive vodka, but it appears in this commercial like it is in the same catergory as say, Grey Goose, which is pretty expensive. I think this commercial is showing that you can drink this vodka and feel like you're drinking 'high class' for less of the price. Another thing that is noticeable is that the flavors are playful and fun, just like the backgrounds in which the scenes are taking place appear to be playful and fun. This could convey that when drinking Smirnoff, you're bound to have a good time. Also, I'm in agreement with the fact that it is extremely odd that there was no "Please Drink Responsibly" portion. I don't believe I've ever seen a commercial that advertises alcohol without one.
ReplyDeleteI agree with the comments that have been made based on this commercial. The entire commercial shows someone who is enjoying a very high class lifestyle. The first part of the commercial appears to be a bit "classier" while the second part of the commercial depicts more "party girl" environment. Both are promoting a fun time whether you chose fluffed marshmallow or whipped cream. I think that this commercial is intended to cater towards people who want a "rich lifestyle" and like to party. Its saying that if you drink Smirnoff Vodka you are sure to have a good time and enjoy yourself the way that high class people do. I also find it very strange that there was no message to drink responsibly at the end of the commercial.
ReplyDeleteBRENNA LEVINSON
ReplyDeleteI agree with the comments that have been made based on this commercial. The entire commercial shows someone who is enjoying a very high class lifestyle. The first part of the commercial appears to be a bit "classier" while the second part of the commercial depicts more "party girl" environment. Both are promoting a fun time whether you chose fluffed marshmallow or whipped cream. I think that this commercial is intended to cater towards people who want a "rich lifestyle" and like to party. Its saying that if you drink Smirnoff Vodka you are sure to have a good time and enjoy yourself the way that high class people do. I also find it very strange that there was no message to drink responsibly at the end of the commercial.
To all of the comments that are wondering about the drinking responsibly tag, it is in the commercial at the beginning of the second scene. I would have to agree that the two different vodkas are in contrast to one another. Although both have a luxurious vibe, they appear in different settings. One party is within a nice house while the second scene is transported into a a luxurious airplane. The blue hues and gold hues make the contrast more apparent, as stated in the blog. The target audience is more geared toward the average person, who will find wealth in happiness in this vodka. The commercial portrays that anyone can feel like Amber while drinking this vodka; in contrast to the previous posts. The sexual tension is more prominent in the second scene as discussed, however the commercial as a whole has sexual tension. Smirnoff is equating Alcohol to sex, a comfortable lifestyle, and personalized experience.
ReplyDeleteThe commercial, as previously stated numerous times, depicts many different points that are trying to be made. First and foremost, it shows adults that are willing to have a good time buy doing wild and crazy things with Smirnoff as the drink of choice. In both parts of the commercial, the alcohol is associated with luxury, even though Smirnoff is a relatively affordable vodka compared to Svedka and Grey Goose. Secondly, Smirnoff comes in a variety of flavors such as the marshmallow and whipped cream types. This can be associated with the specific moods people are in or their personal taste preference. There is clearly one for any type of vodka drinker who likes to stray away from the normal burn of plain vodka. Lastly, the two different parts of the commercial depict tow very different types of actions that are happening. For the first part, a high class party is being shown meaning that a good time is possible thanks to the Smirnoff. In the second part, sexual themes tended to surface such as when the Amber sprayed whipped cream into the girl's mouth and when she licked her finger free of the whipped cream. These three keys are clear throughout the commercial.
ReplyDeleteThis commercial is definitely trying to send the message that drinking Smirnoff allows for a good time. The two contrasting scenes show that no matter what the drinker decides to do, whether they are having a more low key, relaxing night or throwing a party covered in gold, they are guaranteed to have a good time if they are drinking Smirnoff. I completely agree with the previous posts stating that the commercial has a luxurious vibe. This is evident even with their choice in spokesperson-Amber Rose. Amber is a socialite/model, basically the current day epitome of luxury and a good time. Her distinct role in the commercial present the idea that drinking Smirnoff can make you feel as famous and rich as Amber Rose. She is also known for being a party girl and is currently engaged to Wiz Khalifa, making her lifestyle even more alluring. I feel like this is a common theme in commercials recently- celebrities endorsing products. It seems to make consumers think that by using the product-in this case drinking Smirnoff- they can live the same lifestyle with the same glamour and luxury as the celebrities.
ReplyDeleteSo basically what I saw in the commercial is that drinking leads to a good time. The commercial shows that Smirnoff Vodka will help you have that good time. In the first portion of the commercial drinking the vodka was fancy and led to having a classy time. You could even feel like you have celebrity class, as pointed out by Amber Rose being in the commercial. The celebrity in the commercial makes you think that because she is drinking it, when you drink it you can be famous too, or at least think you are. The second portion of the commercial definately shows the more extreme party side of Vodka, or the "party like a rockstar" kind of feeling. Hence Amber Rose being around in the commercial. The main message is that when you drink Smirnoff Vodka you will have a good time, no matter what your tastes may be.
ReplyDeleteI think it's interesting that in both scenes it has a sexual vibe to it. It may be portrayed like this due to the fact alcohol can lead to bad decisions or it may just be that both scenes have a very wealthy sexy feel. No matter which smirnoff vodka someone buys it looks like it would make them feel wealthy, sexy and have fun. The contrast colors in the theme definitely help set the moods of the two different settings. The actress looked like she was having a good time throughout the entire commercial. You can either drink with class or drink to be crazy, and the two different scenes definitely help prove this. I think after reading all the comments we can all agree they did a good job with advertising the message they wanted to send that there is a taste of smirnoff out there that you will like, and regardless of the setting at which you are, with smirnoff vodka you will have a good time.
ReplyDeleteThere is no doubt that this commercial was geared toward the upper class, or that it would make a drinker feel like part of the upper class. The way they portrayed this is what I found very interesting. Yes, the there was the obvious use of setting and wardrobe, but I found the color choice very interesting. In the first part of the commercial light blues and whites were used, and in the second, golds. The blues and whites made me think of the sky and clouds, while the gold make me think of the sun. This reference to the sky is another thing that suggests wealth and success. Sort of the idea that only the sky is the limit, and with this vodka reaching those heights is possible.
ReplyDeleteI definitely agree with everyone else that the commercial definitely gives off a high-class. In both scenes, things just seem fancy. Also in both scenes, everyone seems like they're having a good time. What confuses me is why both flavors have to have different scenes. I understand that it helps differentiate between the two, but does the commercial imply that the whip cream vodka is meant for being more sexual and the center of attention while the fluff vodka is meant to be more innocent and fun? I also agree with one of the above comments about the fluff scene being "classier" than the other one. This kind of shows that the first scene is meant for those of upper class and high class while the second scene depicts upper class and low class in social way.
ReplyDelete-matt ezzo
I would agree with most of the comments made. This add is trying to send the message that they are a higher class of vodka. Some thing on par with Grey Goose, everyone try's to be the best right? They are also trying to show that they have a vodka for every mood you might be in. They are showing the fluff as something you could enjoy with your friends. Being social and just hanging out is always funner when you are drinking marshmallows. While the whipped is there for when you might want to make some bad decisions. But at least you will be making them with some delicious whipped cream.
ReplyDeleteWhen I watched the commercial, I focused on the colors. I agree that the colors are very important in this commercial because they represent images of two vodkas. Although, it was only 30 seconds, the colors made me remember overall images of two different vodkas after I saw it. Red and white are originally the colors of Smirnoff vodka. The first scene which uses blue and white emphasizes freshness so they give a new image that is different from original Smironoff vodka. In the contrary, gold is the main color in the second scene. I agree using gold seems to be luxurious and sexy. I also think gold gives sweetness compared with blue and this sweetness shows the aspect of the whipped cream properly. I definitely agree that the commercial is aimed for attracting a high class. However, I also think the target is not so much old. In general, younger people are attracted by the colorful commercial than older people. Being colorful and sexy shows the commercial is for 20's and 30's. In other words, by using different colors, the commercial shows the characteristics of two vodkas and attracts younger and high class people.
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ReplyDeleteI agree with everything that this blog had to say except for the ending paragraph. I believe that Smirnoff Vodka is aiming for people who WANT to be high-class instead of the people who actual are high-class. The main character Amber Rose has dated both rappers Kanye West and Wiz Khalifa. Both Wiz and Kanye's audience consists mainly of young adults who glamorize the party lifestyle. It seems that the director of this commercial is aiming at the same audience. He or she is over selling the product by putting it in a high-class environment that is similar to the lifestyles of super stars. It is a lifestyle of sex, alcohol, and partying and that is what the majority of young adults want.
ReplyDeleteYou make so many great points here that I read your article a couple of times. Your views are in accordance with my own for the most part. This is great content for your readers. birre tedesche online
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