Smirnoff Ice TV ads are soon to be launched in the UK by Diageo Great Britain as part of a £4m media spend on the brand over the next three months.
The first advert in the campaign, ‘Garden,’ will be launched on April 11 on both terrestrial and satellite TV. It introduces the main character, Uri, and the world in which he lives. Uri shares the things that matter to him - his football team, his friend Gorb and, most importantly, his refrigerator.
The second in the series, ‘Huskies’, follows the progress of Uri and Gorb, including a trip to their favourite bar on a sled pulled by Huskies. The ads were filmed on location in Slovakia.
Kathryn Barlow, senior brand manager for Smirnoff Ice at Diageo, said: “In Uri, we believe we have created a unique character who will capture the imagination of our main audience, 18 to 24-year-old men.”
The ‘Uri’ creative will include activity on radio, outdoor, online, PR and a range of bar products. A web site,, will also be launched in April.