Smirnoff Ice Launches Hispanic TV Efforts.

Mendoza Dillon just finished producing the first Hispanic commercial for Diageo’s Smirnoff-Ice.

The thirty-second spot titled, “Bar” was created in tandem with Smirnoff Ice’s international brand strategy, which clearly highlights a moment of real ingenuity by one of the protagonists, which then proceeds to make “his move” in order to change the course of the night.

“Tackling this strategy has been a real challenge for us since Smirnoff Ice is a drink that competes for its share in a totally new and extremely competitive sub-segment of the market” said Ingrid Otero-Smart, President and Chief Operating Officer of Mendoza Dillon, whom has also been serving as Client Services Director for Smirnoff Ice.

Diego Kaplan of Wasabi Films in Argentina directed the film. ” We were very fortunate to be able to use someone like Diego for this fast paced spot which required shooting from the hip dialogue and in your face acting”. says VP Executive Producer Diego España. We needed to combine a really hot music groove which keeps its momentum from the beginning, while delivering some hard hitting dialogue without undermining the music. After trying a variety of things, musically, we decided on keeping our initial idea for the soundtrack of “Kinky”, España added.” UDV bought the rights to use the electrotrance latin rock jazzy groove track “Más” from the new Mexican band, “Kinky.”