Whyte and Mackay has unveiled the first TV commercial for Vladivar in its 40-year history.

The company hopes the ad will help tempt consumers away from rival Smirnoff, whose sales it has failed to eclipse.

The drive, part of a £50m marketing push behind Whyte and Mackay’s brands this year, comes a decade after Vladivar last appeared in the ‘Vodka from Warrington’ commercial, which was screened at cinemas.

Debuting later this month, the TV ad will target 18 to 24-year-old vodka drinkers. The strapline ‘Some People Have Just Got It’ is designed to sum up Vladivar’s message that “encourages us to ‘debunk’ everything that is pretentious and over-inflated”.