The account group at Fathom had some research that said people were sick of new vodka brands and all their B.S. advertising. It was decided that Boru would be the no-B.S. brand. For a triple-distilled vodka, this translated straight away into "clarity" and the campaign unfolded.

I started the job with John Staffen who was freelancing between C.D. jobs and finished it with Ken Ferris. The campaign was a blast to work on and I love writing this kind of stuff. It won a bunch of awards, got a lot of press, and sales went up nearly 500%.