• by Amy Corr  @MediaPostOTL, July 8, 2014

SKYY Vodka has launched a marketing platform called "West of Expected" that puts a cosmic spin on life lessons. Only as each ad progresses does the viewer realize each lesson actually works to make a night out with friends even better. In "Attraction," the host describes the importance of a "wing-lemon" as opposed to a wing-man, to bring an apple and orange together. See it here. I love "Friend Request." In it, the host describes the social media term in a more face-to-face manner: "Buy me a drink... Put your phone down." Watch it here. "Coaster" encourages people to use their phones as coasters and enjoy the people you are actually seeing. And the first person to check their "Texts" has to buy the next round of drinks. Our cosmic host urges people to "Toast" to positive things, because who wants to toast to negative things? See it here. He also uses a mouse and chunk of cheese to illustrate how tipping a bartender can equate to a seamless night of flowing drinks for you. Watch it here. The ads, directed by Mike Maguire, will air on ESPN, FX, AMC, IFC, Bravo, Comedy Central, Logo, TBS, TNT, NBC and VH1. Venables Bell & Partners created the campaign .