A global ad campaign from Smirnoff aims to address a plague of loneliness through creative demonstrations of people blending together like the ingredients of a cocktail, from drag bars to football stadiums.
A new spot called “Atomic” shows a diverse mix of people spontaneously turning into bubbles that bounce off one another, turn back into human form, and connect. It comes from Interpublic Group of Cos.’ McCann New York, which was hired as the Diageo-owned brand’s global creative agency of record a year ago.
The ad is part of “We Do We,” the global brand platform adopted by the vodka brand over the summer. The platform is intended to build an audience for Smirnoff by promoting a sense of belonging through diversity and inclusion, said Stephanie Jacoby, Smirnoff's global brand director. Meant to underpin the new brand platform, “Atomic” will debut today in the U.K. and in Canada. In the U.S., a similar message of togetherness is being carried out through ads associated with Diageo’s NFL sponsorship. In Brazil, the campaign is leveraging a partnership with pop singer Iza.