Smirnoff, JWT, and Photographer Martin Waugh Unveil Newest Ad Campaign to Illustrate Vodka's Purity

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Photographer Martin Waugh creates martini, highball and whiskey "glasses" out of water for a playful new advertising campaign. The ads are the latest in Smirnoff's Extraordinary Purity in Every Drop™ campaign. The ads will soon be splashed across the United States on billboards, bus wraps and magazines.

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Waugh's striking liquid photography conveys both purity and a touch of whimsy. It was a perfect fit for this ad campaign.

Following its recent blockbuster TV ad for Smirnoff, advertising agency J. Walter Thompson (JWT) created three new ads for its popular "Extraordinary Purity in Every Drop" advertising campaign. The agency selected noted photographer Martin Waugh to create martini, highball and whiskey glasses out of water drops and splashes. Waugh's water photography has also appeared in Rangefinder Magazine, on The Discovery Channel and was named one of Yahoo's 24 Picks of the Year.

Smirnoff filters its vodka ten times and distills it three times. The creative team asked Waugh to visually convey this purity. Trained in physics, Waugh sculpted splashes by accurately aiming and releasing them with precise timing equipment. Using his exclusive techniques, Waugh created and photographed splashes in the shapes of beverage glasses.

According to CoCo Weir, art buyer, JWT, "Waugh's striking liquid photography conveys both purity and a touch of whimsy. It was a perfect fit for this ad campaign." From billboards, to bus wraps, to glossy magazine spreads, this unique campaign will soon be splashed across the world.

The Creative Team
•Advertising Agency: JWT London, UK
•Photographer: Martin Waugh
•Creative Director: Anita Davis, Jonathan Budds
•Creatives: Darren Keff, Phillip Meyler
•Art Buyer: CoCo Weir
•Planner: Alnoor Ladha
•Account Director: Jamie Cowen
•Media Planner: Michael Rhodes

About Martin Waugh's "Liquid Sculpture" photography
Featured in Rangefinder Magazine, on The Discovery Channel, and named one of Yahoo's 24 Picks of the Year, Waugh's pioneering water art photography offers a glimpse into the world of drops and splashes. Waugh creates his Liquid Sculpture images with his exclusive technique and equipment. As nature takes its course, he photographs the unfolding forms. He shapes the results by varying a drop's size and trajectory and by manipulating its physical properties. Photo gallery: http://www.liquidsculpture.com

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Sunshine Morrison
Liquid Sculpture
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