The first ad is to break in the UK on April 11 on terrestrial and satellite TV, targeting 18- to 24-year-old men and features a Russian character called Uri, whom viewers are introduced to in the first TV spot, called "garden".
Uri lives in his own unique planet and shares the world he lives in with his best friend Gorb, his rubbish football team and his favourite possession, his refrigerator, which contains his favourite drink Smirnoff Ice.
The second TV execution, "huskies", illustrates Uri's way of getting his dogs to pull his sledge faster by putting the females in front and getting the frisky males to chase them.
The ads were written by Russell Ramsey, Matt Kemsley, Cameron Short and Mike Oughton at BBH and were directed by Ami Thor Jonsson. Media for the campaign is through Carat.
The Uri creative is to run across all marketing activity throughout the 拢4m campaign, including radio, outdoor, online, PR and point-of-sale materials.
A is also being launched in mid April to give consumers a taste of what Uri gets up to and capture the imagination of the target audience.
The vodka and lemon ready-mixed drink launched in the UK in 1999 and quickly established itself as the category leader with a 28% share, but in 2003 sales for the drink were down by 13%.
The 拢20m account was won by BBH after a pitch that ended the relationship with the incumbent JWT, which worked with the brand for four years creating the "as clear as your conscience" campaign, which was criticised for its sexual undertones.
Diageo replaced the campaign with "Lyriquid perfection", a 拢8.5m ad drive based around imaginary slang created by men who were trying to impress their friends and colleagues with tales of their nights out.
JWT continues to work on Diageo's global Smirnoff vodka account, which was not up for review.
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