Description
This Smirnoff advertisement features a woman dressed in a full astronaut suit, complete with a helmet under her arm, as she sits at a table with several glasses filled with cocktails and a bottle of Smirnoff vodka. The headline reads: “HAVEN’T TRIED SMIRNOFF? WHERE IN THE WORLD HAVE YOU BEEN?” The visual exaggerates the idea that anyone who hasn’t tried Smirnoff must have been off the planet.
Why This Works
This ad uses humor, exaggeration, and cultural relevance to create memorability. The absurdity of an astronaut, fresh from space, casually enjoying cocktails with big 60s-style glam hair instantly grabs attention. The copy is short, playful, and ties perfectly to the visual metaphor, Smirnoff is positioned as so universally known and widely enjoyed that the only explanation for not trying it is living in outer space. The ad also reinforces Smirnoff’s association with versatility by showing multiple different cocktails made from the same bottle.
How You Can Reuse This Strategy
This structure works by dramatizing a simple message through an over-the-top visual metaphor. You can reuse it by identifying something your product does so well or so commonly that “only someone living in unusual circumstances” wouldn’t know it. Then visually exaggerate that scenario.
For example:
If selling a productivity app, show a caveman discovering calendars.
