This is one of a series of advertisements that was published in both poster form and in magazines as part of a highly successful early 1970s campaign to promote Smirnoff vodka. The London ad agency Young & Rubican devised its “The effect is shattering” campaign featuring photographs of people whose ordinary lives have apparently been transformed by the consumption of the spirit, a conceit reinforced by such tongue-in-cheek taglines as “Mummy always chose my clothes until I discovered Smirnoff” and “Accounting was my life until I discovered Smirnoff.” By the time the campaign ended in 1976 in the face of tighter government restrictions on the advertising of alcohol, Smirnoff’s sales had tripled—and vodka had become more popular than gin.