42BELOW Vodka was launched in 1998 in New Zealand — 42 degrees below the equator. New Zealand sets a standard for water and air purity, thus allowing 42BELOW to deliver a premium, high-quality product. It has become the world’s most awarded vodka, winning numerous prestigious international awards.

In April 2010, 42BELOW will launch its first US media campaign. To catch the spirit, consider Kevin:


All kneel before our Master Distiller. A royal descendant of the Secretkeepers Kin, hailing from the Billowy Forest near the Mines of Opal. For 300 years, his family has been the guardian of the waters of 42BELOW.

Ok, for real. We may be from New Zealand, but our recipe isn’t all that ancient. Or that secret. But it is serious. And so is Kevin here. He works in accounting. We just use the purest waters on earth, ours. And the finest grain on earth, ours. And add just a touch of accounting, strictly for comedic purposes.

There’s lots more inspiration in the creative brief. So read it carefully and then create a 42 second viral video that will help set the brand apart from the traditional vodka category clutter. Make the video so entertaining that people will want to pass it along to their friends.

42BELOW will choose at least one video for use, and its creator will receive a one-time fee of $5,000 in addition to a case of 42BELOW Vodka. Plus, XLNTads will select three editors’ choice winners for awards totaling $2,000.

Deadline: March 28, 2010.