The ad hones in on a pretentious bar but the scene is tipped on its side and all the nonsense slides off the screen, to be replaced by only what is necessary for a good night.
The strapline reads: “Filter the unnecessary. Keep the good stuff.”
Marketing Director Louise McKerrow said: “Our Gen Y consumer wants nothing to get in the way of having an honest, effortless good time, just like we don’t want anything to get in the way of making the purest vodka.
“Our new TV spot showcases how good times can be better if you filter out the unnecessary pretence that can get in the way of a great night out, while also serving as a great metaphor for the way we filter Smirnoff ten times to deliver the purity of our vodka.”
Watch the ad below: