Smirnoff's Nocturnal Awakening

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Diageo-owned Smirnoff has launched a TV ad to inspire people to try out new nightlife experiences. The ad, called Nocturnal Awakening, is from JWT New York and features a series of bizarre and unusual images including people taking showers in glitter and a piano being filled with ice and Smirnoff bottles. The ad ends with the strapline, Go make the night. It’s up to you.

The campaign starts in Western Europe but will roll out across countries and platforms over the next year. As part of the programme, music and nightlife “influencers” will explore nightlife ideas and experiences. These will be shared across YouTube, Facebook and Twitter, with the hashtag #YoursForTheMaking. In addition, Smirnoff will share ideas from consumers under the heading Nightlife Experiments – starting from early 2013.

Smirnoff Western Europe marketing manager Emma Sherwood-Smith said: "Smirnoff has been pioneering new and unique nightlife experiences throughout its history. Now, with #YoursForTheMaking we are asking our consumers to unleash their own inner spirit of inventiveness in their drinks and nightlife choices. We are working with leading nightlife curators to inspire and facilitate innovative new nightlife ideas, which continue to challenge conventions."

The ad was produced by Partizan & directed by Nima Nourizadeh.

You can watch the advert by clicking here