15 Vintage Ads From Smirnoff’s 1970s Advertising Campaign “Until I Discovered Smirnoff”

In the 1970s, Smirnoff’s advertisements occasionally used humor that could be interpreted as mocking social trends, including feminism. This approach was common among many brands back then, as they sought to tap into cultural shifts with a mix of satire and irreverence. Some Smirnoff ads implied that men and women who drank the vodka gained sophistication, often depicting women in a flirtatious or overly fashionable light.

The “Until I Discovered Smirnoff” campaign in the 1970s is considered iconic and modern, often through witty or surreal humor. Each ad used the tagline “I was [something surprising or ironic]…until I discovered Smirnoff,” suggesting that discovering Smirnoff vodka unlocked a sophisticated or improved version of the person in the ad. The campaign was created by Young & Rubicam.

The series helped Smirnoff become associated with a lifestyle upgrade and used self-deprecating humor to appeal to a wide range of drinkers. It became iconic, not only because of the catchy tagline but also because it poked fun at the aspirations and pretensions of the time, all while reinforcing Smirnoff’s unique brand identity.