Determined to smash any competition, under the tagline “Arrive Boldly” and with an 8 million dollar budget, Diageo Australia presented Smirnoff Double Black Vodka.

Given how first impression counts the most, the new vodka arrived fearlessly with a short video directed by Emmy Award nominee Garth Davis and a warning that this is just the beginning. Set to the soundtrack of  “Video Games” by Lana Del Ray and shot in North America and Argentina both entirely in-camera, it actually presents just a glimpse into the whole campaign backed by agency Leo Burnett.

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Indicating the seriousness of the project as well as the impression they want to hold on to, Adam Ballesty, marketing director at Diageo Australia said that Smirnoff Double Black vodka is the most significant development in the vodka market in recent years: “Putting it simply, we want an integrated marketing campaign to reflect that.  Our campaign communicates the feeling consumers get when they make a bold arrival, and ultimately shows how they can be confident, break free from judgement and step up with Smirnoff Double Black.”

Considering the budget, this double freeze filtered vodka wrapped with opaque black seems to be promising.

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