Smirnoff - The Effect is Shattering 1970's

'At one time Smirnoff developed a classic series of ads based on the proposition that the effect of drinking it was shattering enough to end your career in accountancy career and turn you to liquor and cigars, for example. Then it turned in to a long-running campaign that implied that the drink helped you discover your 'other' (often somewhat more hedonistic) side.' (Johnson, p 49, 2012)

The idea of pursuing maximum pleasure was at the forefront during the 1970's, the decade which saw DIY and punk culture take centre stage due to high unemployment rates. These advertisements in particular are reflective of that as they capture the rebellious nature of the time, especially within the end-line, "The effect is shattering." This provides anchorage for the images, showing their willingness to break away from the silent majority. In the image on the left the synecdoche is used in direct opposition to the copy above, highlighting the drastic change in her lifestyle as a Library is presumed to be quiet and boring, limited by rules, whereas the the farm/rustic setting signifies a more interesting lifestyle where everything is more laid-back and relaxed, you can do what you want. This is also signified within her body language, as she appears relaxed and without any major cares. Similarly in the image on the right, the male also appears to be relaxed and doing what he wants. However the use of other figures in this image is intelligent, as one of the men stood behind the main figure appears to be staring at him, signifying jealousy, he wants to be like this man.

Contextually, there are similarities between now and the 1970's, the main ones being economic recession and high unemployment rates. I believe this can be seen within Smirnoff's advertising, take the 2013 'Yours for the Making' campaign for example. It is encouraging the resurgence of a new DIY culture, inviting people to be creative with their choices to create new nightlife experiences. 

  

The spot in particular uses a variety of situations that signify a rebellious nature, similar to that of the punk era, in which people are creating new experiences for themselves and breaking away from the silent majority. Once again this is reinforced by the end-line 'Yours for the Making' which clearly communicates the idea of doing something for yourself and steering away from the flow of the masses. As well as this the heavy use of the colour red in almost every scene is used as an objective correlative, relating directly back to the colour of the bottle, highlighting it's influence in every aspect of your life, informing you that you need to drink Smirnoff to stand out. 

- Johnson, M (2012). Problem Solved. 2nd ed. New York: Phaidon Press. 49.

- Eleftheriou-Smith, L. (2012). Smirnoff breaks £7m 'Yours for the Making' campaign. Available: http://www.campaignlive.co.uk/news/1153157/. Last accessed 19th Jan 2014.