While alcohol brands are known for their flashy commercials and extravagant campaigns, the new Smirnoff ad with model-turned-chef Chrissy Teigen are refreshingly relatable. Instead of shots of Teigen partying in a tropical locale, the ad focuses on the more real moments in which many consumers enjoy their favorite cocktails.
In the 30-second Smirnoff ad, Teigen is seen coming home with a bag of takeout in hand. She then pours herself a simple glass of vodka before unabashedly tearing into a giant burrito. While she munches away, the ad points out that there is no reason that Teigen, nor Smirnoff, needs "to get too fancy."
By enlisting the help of one of the most down-to-earth celebrities, the ad cleverly conveys that Smirnoff is for everyone -- not just the elite. As Teigen herself explains, "It’s not pretentious, it’s not trying to be something it’s not."
What Makes This Trend Stand Out
- Relatable Advertising
- Opportunity for brands to create ads that resonate with everyday consumers by showcasing relatable moments.
- Authentic Branding
- Brands can capitalize on the trend of authenticity by aligning with down-to-earth celebrities and highlighting their genuine connection with consumers.
- Simplicity in Marketing
- Opportunity for brands to strip away the flashy and extravagant elements of marketing campaigns and focus on the simplicity of their products or services.
Sectors Adopting This
- Alcohol
- Alcohol brands can leverage relatable advertising tactics to connect with consumers and position their products as accessible to all.
- Food Delivery
- Food delivery services can emphasize the enjoyment of simple, casual meals at home, aligning with the idea of uncomplicated experiences.
- Celebrity Partnerships
- Brands can collaborate with relatable celebrities to promote their products and create a sense of authenticity and inclusivity.
