I love this campaign which is now over. To have a certain luxurious and masculine image, Smirnoff has set up this course called "The Modern Gentleman Masterclasses" where you got free advice on dressing, grooming and cocktails.
It was a very punctual campaign making it special. The risk if it lasted longer would be to alienate the women - unless they never have been Smirnoff's target. Anyway, I like their way of reaching to people - give them value! (drink aware)