Diageo North America has launched a multi-million dollar ad campaign for Smirnoff Source, its latest brand offering that combines pure spring water and alcohol.

The campaign broke on 1 July and will run to the end of August. It will feature broadcast, poster and online interactive elements.

The broadcast executions, created by JWT and entitled "Whoo! alright, yeah Uh Huh" and "Smirnoff Source Drink Responsibly", feature a stream of water dancing to music by groups including The Rapture and Nextmen. The spots will run in nine Northeastern states: Connecticut, Maine, Maryland, Massachusetts, Michigan, New York, Ohio, Pennsylvania and Rhode Island.

"In these ads, much like in Smirnoff Source, the pure spring water is the star," said Mark Breene, vice president at Diageo Progressive Adult Beverages. "We feel these spots capture the energy and vitality of the Smirnoff Source lifestyle, and are looking forward to seeing our consumers celebrating responsibly."

Meanwhile, the online commercials will allow consumers to manipulate the dancing water to create unique shapes and patterns. They will run from July to August, but are scheduled to appear again from October to November.