Sea (advertisement)

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Sea
A single frame of the Sea commercial.
AgencyJ. Walter Thompson
ClientDiageo
LanguageLatin (music)
English (text)
Running time60 seconds
Product
Release date(s)30 July 2007 (online)
17 August 2007 (Cinema)
20 August 2007 (Television)
Directed byDaniel Kleinman
Music byPeter Raeburn
Production
company		Rattling Stick
Produced byJohnnie Frankel
Country United Kingdom
Budget£5,000,000
Official websitehttp://www.smirnoff.com

Sea is an

potable samples of water taken from saline or otherwise undrinkable water at selected sites.[1] In all, the campaign cost £5,000,000 to create, making it the largest campaign ever taken on by Diageo for its Smirnoff brand.[2]

Commercial

Production of the sixty second commercial, developed by

Levi's and Durex
.

The sequence begins with a shot of a crewman on a

straplines "Ten Times Filtered", "Triple Distilled" and "Clearly Smirnoff" appearing over a tracking shot across the now pristine ocean floor, to a bottle of Smirnoff vodka.[4][5]

The

Framestore CFC, and were created using a variety of programs, including Houdini and Flame.[4] Since at the time of filming, the sea around Auckland 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.[4]

The piece was first aired in select 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 14 July 2008, accompanied by remixes by UK DJs

Layo and Bushwacka!
.

Other media

Online

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.[3][6]

Tour

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 water for 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 Philippines in 2006, to purify water from the Marikina River.[7] Sites in the United Kingdom visited by the installation this year to coincide with the commercial include Blackpool (Irish Sea),[8] Portsmouth, Bristol and Newquay (Atlantic Ocean).[1]

When water is placed into the plant, it passes through a series of

activated charcoal in the same manner as Smirnoff vodka before being presented to the public for consumption.[1]

Sale kits

As a tie-in to the £5m campaign, Smirnoff spent a further £500,000 on a set of

CD with demonstrations of Smirnoff serves, as well as branded ice buckets, bar runners, posters and drip mats.[9][10]

References

  1. ^ a b c Sea Water Purified by the Smirnoff Co., Diageo (press release), 10 August 2007. Retrieved 31 August 2007.
  2. ^ Smirnoff ad hits the waves, Brian Cunningham, The Morning Advertiser, 28 August 2007. Retrieved 31 August 2007.
  3. ^ a b Smirnoff ‘Sea’ TV advert, Utalkmarketing.com, 6 August 2007. Retrieved 2 September 2007.
  4. ^ a b c "Framestore cleans up the Sea for Smirnoff", Digital Arts, 17 August 2007. Retrieved 31 August 2007.
  5. ^ Smirnoff Sea Purification, Duncan Macleod, The Inspiration Room Daily, 6 August 2007, retrieved 31 August 2007.
  6. ^ "The Smirnoff Purifier", Smirnoff.com. Retrieved 2 September 2007.
  7. ^ Most Metro rivers are grossly polluted, Ronnie Calumpita, The Manila Times, 10 September 2006. Retrieved 2 September 2007.
  8. ^ Blackpool Sea Water Purified by Smirnoff Archived 2007-08-27 at the Wayback Machine, Skiddle.com. Retrieved 2 September 2007.
  9. ^ Diageo launches biggest ever Smirnoff campaign, Hamish Champ, The Publican, 30 July 2007. Retrieved 2 September 2007
  10. ^ Smirnoff Launches Most Expensive Vodka Campaign Ever, Nick Stephens, BordeauxUndiscovered.com, 2 August 2007. Retrieved 31 August 2007.
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