In much the same way that 1800 Tequila decided to call out their more expensive competitors, Ketel One appears to be taking a jab at higher priced “premium” vodkas. The commercial’s reference to drinking vodka from “delicately painted perfume bottles,” and substance over style messaging seems to be alluding to a particularly well-known (and possibly overrated) vodka.

Granted, the commercial is a touch more subtle than 1800 tequila’s ad in which Michael Imperioli shoves a bottle of Patron off a table, but the premise is basically the same: in a down economy, value is king.

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