SKYY Vodka was founded in 1992; it began as a small “startup” business but overnight grew like a wild fire into one of the most innovated beverage company in the country. Maurice Kanbar, the inventor, envisioned his product to be a “game changer” in the beverage industry. He did this by creating a drink that not only had a futuristic look but also a crisp, yet smooth, taste. SKYY has been mentioned by The San Francisco Examiner, USA Today, and The Wall Street Journal, ultimately resulting in the nationwide spread of the company’s product. The news articles describe SKYY as being a brand of style, quality, and innovation. SKYY sets itself apart, from other brands, by developing prestigious products with passion and compassion. SKYY revolutionized the vodka industry by creating a cutting edge product combined with intoxicating ads.
Imagine you are a bachelor taking a casual flight in your personal private jet. Flying alone is out of the question, so you bring two very attractive women with you. The scene screams money and sex! The women are draped with diamonds; everything that could sparkle is sparkling. You and the women are dressed loosely, your chest is exposed and their long luscious legs seem to never end. You can tell that they are fighting every urge to keep their hands off you. The drinks are elegant, crisp, and well-refined. This is living the SKYY life.
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Most SKYY ads are extremely seductive and this one is no exception. This ad is the definition of seductive. The reason the advertisement is so successful is because it relates to both genders as well as different races. For women, they love to see a man with money, as well as the subtle unbuttoned shirt. For men, nothing is more seductive then skin and there is a whole lot of skin shown between the two women. The imagery displayed by the women’s legs being intertwined in each other will set men off. This kind of picture makes men and women want more. I feel that there is a subliminal message within the ad that tells the buyer “if you drink the product, you too will feel rich, sexy, and irresistible.” The experts say that sex sells and in this case SKYY has proven it from being one of the top vodka companies in the country. According to Rahul Rasam, it has certain aspects which are typically found in a high-class modern society. It revives that inner desire of living life with luxury and grace. It also has such an immense sex-appeal that you simply cannot resist watching it.
Not only is this ad seductive but it is also pleasing to the eyes. The scene is filled with bright vibrant colors that make one’s eyes become trapped within the motif. The cobalt blue bottle is full of imagery; it mimics the name of the product without words. The name in itself, SKYY, is represented very well from the image of the sky through the window of the plain. Everything about this ad has the word “fresh” bouncing around in my mind; from the lemons, olives, and the purity of the drink itself. This is the kind of image that one keeps going back to because each time they might find one more aspect that was not noticed before. It is as if there is a message to read within the images. For me, this ad makes me want to buy a bottle of SKYY vodka to fulfill any fantasies I acquire from the advertisement.
In this case, the advertisement is only logical if shown to the correct market. For example, if the advertisement is shown on television within a populated city with a wide variety of possible buyers then the advertisement is absolutely logical. However, if the ad is displayed in more of a country, conservative, and religious setting then there is less of a chance that the ad would be logical. If you notice, most of the ads, if not all, are represented by the stereotypical rich men or luxurious women who are mostly depicted in a city setting. In my opinion, if SKYY wanted to relate to a more diverse market, they would generalize their ads. For example, choose a scene that would relate to common people and wealthy people. According to the other SKYY ads it would be more logical to show the ads within a populated city because that is where most of the potential buyers are located.
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In my opinion, this SKYY ad, as well as other ads of this brand, has an extremely seductive feel to them. Coming from a female’s point of view, the ad almost seems to down-grade women to an extent. For example, the two women in this ad are clearly not afraid to show skin and have a sensual look to them. In my eyes, the ad depicts the females as somewhat of a, for lack of a better word, type of prostitute or “easy” women. As far as the man in this ad, he looked to come off as a stereotypical “womanizer” type of man. Some may describe a man such as this as a man that uses women for certain pleasures. The ad also has a feeling of arrogance. Meaning that from the luxury, wealthy setting, and elegance; the ad gives off an “I’m too good for the average person” vibe. Although this ad makes me fulfill my fantasies, as I stated previously, I would ultimately not buy this product simply because it does not seem affordable to me based off first glimpse of the ad.
There is no question that SKYY has created a monster in their vodka product. The product as revolutionized the vodka industry in the modern day market. It is also clear that SKYY has developed a certain style of advertising that they, as a company, feel comfortable displaying to the public. There is no doubt that the advertisements are extremely seductive, but they are also not a “one trick pony”. The ads have more to them than a seductive feeling; they also have a unique decorum to them. The ads are clean, vibrant, and fresh. After seeing this ad, as well as many more, I feel SKYY has solidified its mark in the advertisement world. The company as consistently pumped out ads that are seductive, pleasing to the eye, and are logical ultimately hitting a lot of key points to a good advertisement. The only question is, are you ready to live the SKYY life?
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Works Cited
http://rahulrasam.blogspot.com/2011/06/in-retrospect-skyy-vodka-advertisement.html
