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Running on Sky Digital, the new commercial is designed to highlight the fact that Smirnoff is tripled distilled. The ad is in three segments and after each one the viewer has to press the red button to see the next. In the first segment a man tells his lover he knows she's had an affair and that he is leaving her. In the second, by repeating the same scene but removing action and dialogue, the man tells the woman he has been unfaithful. In the third, an even more edited version, he simply tells her he loves her.