Ad of The Week: Smirnoff new "We're Open" campaign

In the latest iteration of its "We're Open" brand campaign, Smirnoff introduces the nation to #deafdancers. Owing to my ignorance, I did not think that there would be many deaf dancers given the fact that they are unable to hear the music and, by extension, the rhythm. But that just goes to show how much I know about dancing. As the ad explains -You don't "hear" the rhythm, you "feel" it!

In fact the whole ad is an educational experience, one that focuses on challenging perceptions, empowering individuals and inclusivity. 

Adopting a documentary style approach, the 40 second spot centres on deaf dance teacher, Chris Fonseca, who teaches other deaf dancers that there are other ways to enjoy music beyond just hearing it. Through the ad the viewer comes to learn that the group can feel the beat on the dancefloor, just like everyone else.

The TV ad is currently be supported by an out of home campaign which features Fonseca and other deaf dancers alongside taglines like ‘I don’t feel the music but feel the beat’ and ‘deaf or not, everyone can dance.’

This advert, which was created by ad agency 72andsunny, demonstrates how advertising in the UK is increasingly trying to reflect a changing and progressive nation which is starting to embrace all the benefits of its diverse, multicultural society.

As Julie Bramham, Smirnoff marketing director, said: "We’re excited to launch this next step in our campaign to celebrate diversity and move people to be more inclusive.”

So put on your dancing shoes and check it out below.