How 5 agencies created an impossible ad with Gemini 2.5 Pro

Impossible experiences: Unlock endless, unique party themes & bespoke cocktails

Brand: Smirnoff

Agency: McCANN 

Challenge: Smirnoff aimed to become the preferred vodka brand for LDA Gen Z’s house party culture. While popular for casual home use, the brand wanted to elevate its status and become linked with the unique, personalized gatherings favored by this generation, being the go-to option for bringing people together over delicious drinks. To lead in the LDA Gen Z home party market, Smirnoff needed an innovative way to connect and prove its relevance, making every at-home celebration an unforgettable experience to enjoy responsibly and with moderation.

Approach: Smirnoff introduced Party Engine, an AI-powered co-host that designs unique house parties. Gemini powered a conversational co-host that chatted with each guest to understand their preferences and personalities. As more guests interacted, Gemini combined their inputs with cultural data to develop a unique party theme in real-time. The engine recommended specific party details, including the theme, music, decor, and a personalized Smirnoff cocktail. This approach blended guest personalities with cultural trends, down to the dress code and playlist, creating tailored, one-of-a-kind experiences, all designed to deliver the collective effervescence that Smirnoff brings to every occasion.