Diageo India has rolled out a new ad film for its unfakeit campaign. The film which has been conceptualised by McCann is meant to capture the visual appeal and energy of Diageo’s live event Smirnoff Experience.
The film begins with two girls sitting in front of a mirror and posing for a selfie as one says, “We’re so going to rock the party tonight”. The film then cuts to a group of four superficial friends getting ready for a party.
As the four friends make their way into the party, they are shell-shocked to see that everyone at the party is having a good time and being ‘real’ people. The scene shifts to a table where a DJ is plays some dance music and the guests are seen losing themselves to the music, not really caring what other people think as they have good time.
The four people, now extremely uncomfortable and out of place have ice buckets dumped on them. Caught by surprise, rather than be upset, the group begins to laugh and walks in to be part of the fun.
The film ends with a super of the words, “real fun begins, when you un-fake it”.
Bhavesh Somaya, director of marketing and innovation, Diageo India, said, “ With unfakeit, we want to challenge the current norms of partying that constantly focus on looking a certain way and doing what everyone else is doing. Smirnoff exists to ignite effortless fun times and the campaign is a strong call for being real to have effortless fun at every party. We hope to become a catalyst for a cultural shift through our philosophy of unfakeit that will come alive in our new TVC and all our communication going forward.”
A spokesperson from McCann Erickson added, "In a world of selfies, likes and pokes one really wonders how social is a social network. We live in a world where broadcasting your life seems to take precedence over living a life. The film is an attempt to capture the spirit of real fun, real parties and enjoying life by dropping the mask."
Client: Diageo India
Creative agency: McCann Erickson Mumbai
Executive creative director: Puneet Kapoor
Director: Julian Acosta
Media Planning: Mindshare