The global campaign is centred around Uri, a guy in his late twenties with an original take on life. Uri is a fan of Smirnoff Ice, but very definitely not a salesman. He is into stuff that matters to regular guys, such as football, music, the Internet, and combines this with an easy-going natural savvy-ness. Each ad in the campaign explores a different aspect of Uri's life - his home, his best friend Gorb, his husky-drawn car-sled, his hobbies and his fammily - in each instance Uri's original take on life enables him to have a fresh perspective on everyday things.

'Garden' launches the campaign in all markets. It introduces our hero, Uri, and the world he lives in. Thereafter, markets will choose from a pool of six ads, each one exploring a different aspect of Uri's world and his original take on life: in GB, 'Huskies' is the second film to air, whereas in the States, 'Garden' will be followed by 'Gallery' and 'Whip'; the latter being a unique take on responsible drinking. Radio will run alongside the TVC and an outdoor print campaign has been developed to distil Uri's original take on life through simple bite-sized sayings. All communication drives the target to Uri's blog-syled website, uriplanet.com