''Sea'' is an

advertising campaign An advertising campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication (IMC). An IMC is a platform in which a group of people can group their ideas, beliefs, and conc ...

launched by

Diageo Diageo plc () is a Multinational corporation, multinational alcoholic beverage company, with its headquarters in London, England. It operates from 132 sites around the world. It was the world's largest distiller before being overtaken by Kweich ...

in 2007 to promote

Smirnoff Smirnoff (; ) is a brand of vodka owned and produced by the British company Diageo. The Smirnoff brand began with a vodka distillery founded in Moscow by Pyotr Arsenievich Smirnov (1831–1898). It is distributed in 130 countries. Smirnoff produ ...

brand

vodka Vodka ( pl, wódka , russian: водка , sv, vodka ) is a clear distilled alcoholic beverage. Different varieties originated in Poland, Russia, and Sweden. Vodka is composed mainly of water and ethanol but sometimes with traces of impuritie ...

. It centres on a 60-

second The second (symbol: s) is the unit of time in the International System of Units (SI), historically defined as of a day – this factor derived from the division of the day first into 24 hours, then to 60 minutes and finally to 60 seconds ...

commercial Commercial may refer to: * a dose of advertising conveyed through media (such as - for example - radio or television) ** Radio advertisement ** Television advertisement * (adjective for:) commerce, a system of voluntary exchange of products and s ...

created by

J. Walter Thompson J. Walter Thompson (JWT) was an advertisement holding company incorporated in 1896 by American advertising pioneer James Walter Thompson. The company was acquired in 1987 by multinational holding company WPP plc, and in November 2018, WPP merge ...

, which premiered on 17 August 2007 in showings of ''

The Bourne Ultimatum ''The Bourne Ultimatum'' is the third Jason Bourne novel written by Robert Ludlum and a sequel to ''The Bourne Supremacy'' (1986). First published in 1990, it was the last Bourne novel to be written by Ludlum himself. Eric Van Lustbader wrote a ...

'' at select cinemas across the

United Kingdom The United Kingdom of Great Britain and Northern Ireland, commonly known as the United Kingdom (UK) or Britain, is a country in Europe, off the north-western coast of the continental mainland. It comprises England, Scotland, Wales and North ...

. Various tie-ins were launched, including the "Smirnoff Purifier", an online game,

point of sale The point of sale (POS) or point of purchase (POP) is the time and place at which a retail transaction is completed. At the point of sale, the merchant calculates the amount owed by the customer, indicates that amount, may prepare an invoice f ...

"Smirnoff purity kits", and a tour of a custom-built "Smirnoff Purification Installation" used to make

potable Drinking water is water that is used in drink or food preparation; potable water is water that is safe to be used as drinking water. The amount of drinking water required to maintain good health varies, and depends on physical activity level, a ...

samples of water taken from saline or otherwise undrinkable water at selected sites.Sea Water Purified by the Smirnoff Co.

(

press release A press release is an official statement delivered to members of the news media for the purpose of providing information, creating an official statement, or making an announcement directed for public release. Press releases are also considere ...

), 10 August 2007. Retrieved 31 August 2007. In all, the campaign cost £5,000,000 to create, making it the largest campaign ever taken on by Diageo for its Smirnoff brand.

Commercial

Production of the sixty second commercial, developed by

, took place over seven months.Smirnoff ‘Sea’ TV advert
Utalkmarketing.com, 6 August 2007. Retrieved 2 September 2007. The filming of the commercial took place over a period of several weeks in February 2007, primarily in the

Coromandel Peninsula The Coromandel Peninsula ( mi, Te Tara-O-Te-Ika-A-Māui) on the North Island of New Zealand extends north from the western end of the Bay of Plenty, forming a natural barrier protecting the Hauraki Gulf and the Firth of Thames in the we ...

of New Zealand, with additional filming at the

white cliffs of Dover The White Cliffs of Dover is the region of English coastline facing the Strait of Dover and France. The cliff face, which reaches a height of , owes its striking appearance to its composition of chalk accented by streaks of black flint, deposi ...

and

Auckland harbour Auckland (pronounced ) ( mi, Tāmaki Makaurau) is a large metropolitan city in the North Island of New Zealand. The most populous urban area in the country and the fifth largest city in Oceania, Auckland has an urban population of about It ...

. The director chosen to oversee the piece was

Daniel Kleinman Daniel Kleinman (born 23 December 1955) is a British television commercial and music video director who has designed every title sequence for the ''James Bond'' series of films since ''GoldenEye'' (1995), with the exception of '' Quantum of ...

, known for his previous work on

James Bond The ''James Bond'' series focuses on a fictional British Secret Service agent created in 1953 by writer Ian Fleming, who featured him in twelve novels and two short-story collections. Since Fleming's death in 1964, eight other authors have ...

title sequence A title sequence (also called an opening sequence or intro) is the method by which films or television programmes present their title and key production and cast members, utilizing conceptual visuals and sound (often a opening theme song with visu ...

s and adverts for

Levi's Levi Strauss & Co. () is an American clothing company known worldwide for its Levi's () brand of denim jeans. It was founded in May 1853 when German-Jewish immigrant Levi Strauss moved from Buttenheim, Bavaria, to San Francisco, California, to o ...

and

Durex Durex is a brand of condoms and personal lubricants owned by the British company Reckitt Benckiser. It was initially developed in London under the purview of the London Rubber Company and British Latex Products Ltd, where it was manufactured bet ...

. The sequence begins with a shot of a crewman on a

fishing trawler A fishing trawler is a commercial fishing vessel designed to operate Trawling, fishing trawls. Trawling is a method of fishing that involves actively dragging or pulling a trawl through the water behind one or more trawlers. Trawls are fishing ...

discarding a

beverage can A drink can (or beverage can) is a metal container designed to hold a fixed portion of liquid such as carbonated soft drinks, alcoholic drinks, fruit juices, teas, herbal teas, energy drinks, etc. Drink cans are made of aluminum (75% of w ...

overboard, only to have the sea throw it back on board. A montage of scenes commences, showing a number of onlookers, including offshore divers, a

helicopter A helicopter is a type of rotorcraft in which lift and thrust are supplied by horizontally spinning rotors. This allows the helicopter to take off and land vertically, to hover, and to fly forward, backward and laterally. These attributes ...

pilot, and workers at an

oil platform An oil platform (or oil rig, offshore platform, oil production platform, and similar terms) is a large structure with facilities to extract and process petroleum and natural gas that lie in rock formations beneath the seabed. Many oil platfor ...

and a

petrol station A filling station, also known as a gas station () or petrol station (), is a facility that sells fuel and engine lubricants for motor vehicles. The most common fuels sold in the 2010s were gasoline (or petrol) and diesel fuel. Gasoline ...

, staring in amazement as the sea disgorges vast quantities of appliances, rubble, and wrecks ranging from

coin A coin is a small, flat (usually depending on the country or value), round piece of metal or plastic used primarily as a medium of exchange or legal tender. They are standardized in weight, and produced in large quantities at a mint in order t ...

s to

Spitfire The Supermarine Spitfire is a British single-seat fighter aircraft used by the Royal Air Force and other Allied countries before, during, and after World War II. Many variants of the Spitfire were built, from the Mk 1 to the Rolls-Royce Griff ...

Lancaster bomber The Avro Lancaster is a British World War II, Second World War heavy bomber. It was designed and manufactured by Avro as a contemporary of the Handley Page Halifax, both bombers having been developed to the same specification, as well as the S ...

s, a

Scandinavia Scandinavia; Sámi languages: /. ( ) is a subregion#Europe, subregion in Northern Europe, with strong historical, cultural, and linguistic ties between its constituent peoples. In English usage, ''Scandinavia'' most commonly refers to Denmark, ...

longship Longships were a type of specialised Scandinavian warships that have a long history in Scandinavia, with their existence being archaeologically proven and documented from at least the fourth century BC. Originally invented and used by the Nors ...

and a simulacrum of the

Colossus of Rhodes The Colossus of Rhodes ( grc, ὁ Κολοσσὸς Ῥόδιος, ho Kolossòs Rhódios gr, Κολοσσός της Ρόδου, Kolossós tes Rhódou) was a statue of the Greek sun-god Helios, erected in the city of Rhodes (city), Rhodes, on ...

, accompanied by a

Latin Latin (, or , ) is a classical language belonging to the Italic branch of the Indo-European languages. Latin was originally a dialect spoken in the lower Tiber area (then known as Latium) around present-day Rome, but through the power of the ...

ate chant composed by

Peter Raeburn Peter Raeburn is a British composer, music producer and songwriter. He has won over 70 awards across the various mediums in which he has worked. As a composer, Raeburn has written the score for a variety of feature films including '' The Dry ...

Nick Foster Nick Foster is a British composer and music producer based in London. He is best-known for his work as a composer for television, commercials and film. Career Foster’s recent work includes Jack Whitehall & Freddy Syborn’s comedy-drama for ...

of Soundtree Music. The advert closes with the

strapline Advertising slogans are short phrases used in advertising campaigns to generate publicity and unify a company's marketing strategy. The phrases may be used to attract attention to a distinctive product feature or reinforce a company's brand. Etym ...

s "Ten Times Filtered", "Triple Distilled" and "Clearly Smirnoff" appearing over a

tracking shot A tracking shot is any shot where the camera follows backward, forward or moves alongside the subject being recorded. In cinematography, the term refers to a shot in which the camera is mounted on a camera dolly that is then placed on rails – ...

across the now pristine ocean floor, to a bottle of Smirnoff vodka. The

VFX Visual effects (sometimes abbreviated VFX) is the process by which imagery is created or manipulated outside the context of a live-action shot in filmmaking and video production. The integration of live-action footage and other live-action foota ...

and other

post-production Post-production is part of the process of filmmaking, video production, audio production, and photography. Post-production includes all stages of production occurring after principal photography or recording individual program segments. The ...

work were handled by

Framestore CFC Framestore is a British animation, visual effects company and creative studio based on Chancery Lane in London. Formed in 1986, it acquired (and subsequently merged with) the Computer Film Company in 1997. It works on feature films and telev ...

, and were created using a variety of programs, including

Houdini Harry Houdini (, born Erik Weisz; March 24, 1874 – October 31, 1926) was a Hungarian-American escape artist, magic man, and stunt performer, noted for his escape acts. His pseudonym is a reference to his spiritual master, French magician ...

and

Flame A flame (from Latin ''flamma'') is the visible, gaseous part of a fire. It is caused by a highly exothermic chemical reaction taking place in a thin zone. When flames are hot enough to have ionized gaseous components of sufficient density they ...

."Framestore cleans up the Sea for Smirnoff"
Digital Arts, 17 August 2007. Retrieved 31 August 2007. Since at the time of filming, the sea around Auckland harbour used in the shots of the North Sea oil rig was unsuitably quiescent, the group made use of techniques developed for their earlier work on ''

Superman Returns ''Superman Returns'' is a 2006 American superhero film directed by Bryan Singer and written by Michael Dougherty and Dan Harris (screenwriter), Dan Harris from a story by Singer, Dougherty and Harris based on the DC Comics character Superman. I ...

'' to produce the stormy seas that appear in the final cut. The piece was first aired in select cinemas prior to screenings of ''

'' from 17 August 2007. This was followed three days later by appearances on national British television. An extended version of Peter Raeburns's soundtrack to the ad, named 'Celebrare', was commercially released on 14 July 2008, accompanied by remixes by UK DJs

Layo and Bushwacka! Layo & Bushwacka! is the pseudonym of British DJ duo Layo Paskin and Matthew Benjamin, who released four tech house albums between 1998 and 2012. Layo Paskin Paskin, from London, began his DJ career at the age of sixteen while working at Camde ...

Other media

Online

AKQA London were brought on by the creators to design the online elements of the campaign which would appear as

teaser Teaser may refer to: * One who teases * Teaser (animal), a male livestock animal (typically a bull) whose penis has been amputated, "''gomer''" Film exhibition, broadcasting, advertising * Teaser (trailer), a short film used to advertise an ...

s prior to the screening of the commercial. Keeping in line with the central themes of the sea and of purification, AKQA constructed the "Smirnoff Purifier". The Purifier was a hydraulic cannon attached to a platform off the southern coast of England. The cannon was used to launch a number of objects including

refrigerator A refrigerator, colloquially fridge, is a commercial and home appliance consisting of a thermally insulated compartment and a heat pump (mechanical, electronic or chemical) that transfers heat from its inside to its external environment so th ...

washing machine A washing machine (laundry machine, clothes washer, washer, or simply wash) is a home appliance used to wash laundry. The term is mostly applied to machines that use water as opposed to dry cleaning (which uses alternative cleaning fluids and ...

s, and

caravan Caravan or caravans may refer to: Transport and travel *Caravan (travellers), a group of travellers journeying together **Caravanserai, a place where a caravan could stop *Camel train, a convoy using camels as pack animals *Convoy, a group of veh ...

s back ashore. The footage taken of the launches was then integrated into an online game on the Smirnoff website, where users would choose how much pressure to fire the objects with. Those who successfully landed all of the pieces onto a target on the beach could enter a prize draw to win a year's supply of Smirnoff vodka.

Tour

Coinciding with the first appearances of the commercial on television, Smirnoff began a national tour of the "Smirnoff Purification Installation", a custom-built apparatus that would purify samples of

water Water (chemical formula ) is an inorganic, transparent, tasteless, odorless, and nearly colorless chemical substance, which is the main constituent of Earth's hydrosphere and the fluids of all known living organisms (in which it acts as a ...

for members of the public who approached the operators. The installation was first tested publicly using water on the (

River Thames The River Thames ( ), known alternatively in parts as the The Isis, River Isis, is a river that flows through southern England including London. At , it is the longest river entirely in England and the Longest rivers of the United Kingdom, se ...

), in London, followed by the Water of Leith in Edinburgh in 2005. The installation then went to the

Philippines The Philippines (; fil, Pilipinas, links=no), officially the Republic of the Philippines ( fil, Republika ng Pilipinas, links=no), * bik, Republika kan Filipinas * ceb, Republika sa Pilipinas * cbk, República de Filipinas * hil, Republ ...

in 2006, to purify water from the

Marikina River The Marikina River ( tl, Ilog Marikina) is a river in eastern Metro Manila, Philippines. It is the largest tributary of the Pasig River, with headwaters located in the Sierra Madre Mountains in Rodriguez, Rizal province. The Marikina River us ...

. Sites in the United Kingdom visited by the installation this year to coincide with the commercial include

Blackpool Blackpool is a seaside resort in Lancashire, England. Located on the North West England, northwest coast of England, it is the main settlement within the Borough of Blackpool, borough also called Blackpool. The town is by the Irish Sea, betw ...

(

Irish Sea The Irish Sea or , gv, Y Keayn Yernagh, sco, Erse Sie, gd, Muir Èireann , Ulster-Scots: ''Airish Sea'', cy, Môr Iwerddon . is an extensive body of water that separates the islands of Ireland and Great Britain. It is linked to the Ce ...

), Portsmouth, Bristol and

Newquay Newquay ( ; kw, Tewynblustri) is a town on the north coast in Cornwall, in the south west of England. It is a civil parish, seaside resort, regional centre for aerospace industries, spaceport and a fishing port on the North Atlantic coast of ...

(

Atlantic Ocean The Atlantic Ocean is the second-largest of the world's five oceans, with an area of about . It covers approximately 20% of Earth's surface and about 29% of its water surface area. It is known to separate the " Old World" of Africa, Europe ...

). When water is placed into the plant, it passes through a series of

sediment Sediment is a naturally occurring material that is broken down by processes of weathering and erosion, and is subsequently transported by the action of wind, water, or ice or by the force of gravity acting on the particles. For example, sand an ...

filters, is

chlorinated In chemistry, halogenation is a chemical reaction that entails the introduction of one or more halogens into a compound. Halide-containing compounds are pervasive, making this type of transformation important, e.g. in the production of polymers, ...

, and then re-filtered. It then travels through a

reverse osmosis Reverse osmosis (RO) is a water purification process that uses a partially permeable membrane to separate ions, unwanted molecules and larger particles from drinking water. In reverse osmosis, an applied pressure is used to overcome osmotic pre ...

system, is subjected to

ultraviolet Ultraviolet (UV) is a form of electromagnetic radiation with wavelength from 10 nanometer, nm (with a corresponding frequency around 30 Hertz, PHz) to 400 nm (750 Hertz, THz), shorter than that of visible light, but longer than ...

light, and is tested on-site by approved laboratory staff to ensure its potability. Finally, the water is run through

activated charcoal "Activated" is a song by English singer Cher Lloyd. It was released on 22 July 2016 through Vixen Records. The song was made available to stream exclusively on ''Rolling Stone'' a day before to release (on 21 July 2016). Background In an interv ...

in the same manner as Smirnoff vodka before being presented to the public for consumption.

Sale kits

As a tie-in to the £5m campaign, Smirnoff spent a further £500,000 on a set of

kits focusing on promoting the "purity" of Smirnoff vodka and presenting a number of serving suggestions. The kit includes a training CD with demonstrations of Smirnoff serves, as well as branded ice buckets, bar runners,

poster A poster is a large sheet that is placed either on a public space to promote something or on a wall as decoration. Typically, posters include both typography, textual and graphic elements, although a poster may be either wholly graphical or w ...

s and drip mats.Smirnoff Launches Most Expensive Vodka Campaign Ever
Nick Stephens, BordeauxUndiscovered.com, 2 August 2007. Retrieved 31 August 2007.

References

{{reflist __NOTOC__ Advertising campaigns 2007 in British television 2000s television commercials British television commercials