This campaign was created and submitted to Smirnoff Marketing North America as spec work and was well received.
There is evidence of other product campaigns having similar concepts that came out after this campaign was created.
The core message is "what is old is new again, you have more in common with the greatest generation than you think." The terms 'alternative' and 'retro' were in vogue. Fashion came full circle and so did golf as an activity. The campaign art direction used grainy black-and-white photos that were roughly cut and positioned next to color images to set the old and new in sharp contrast.