Alcohol advertising in the U.S. is an interesting category. It's the one product you can't show your customer using it in your ads. No guy chugging down a cold beer or woman sipping her martini, So, many advertisers settle for creating metaphors for refreshment and settle for an icy looking bottle in someone's hand.
This week's ad of the week creates that same metaphor but in a very, well… refreshing way. It does the whole refreshment thing. It even uses the overdone snow out of context on a hot day concept. And a party on a rooftop. Yet it still seems fresh. In the ad for Smirnoff Ice called "Gong" the imagery is hip and not your typical fare. Could be the African landscape. Could be the great effects. It's just a cool ad. Take a look and see for yourself.
Smirnoff "Gong" ad
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Mike McClure, Exec Creative Director
It does the accomplished alleviation thing and alike uses the apish snow out of ambience on a hot day concept.