Swedish brand Absolut Vodka is launching a new global advertising campaign titled “In an ABSOLUT World”, presenting a bold and optimistic world view with print, broadcast, out-of-home, public relations, on-premise promotions and viral activity. The campaign will break in the U.S during the week of May 15 with a broadcast spot (Taxi) and print executions in June weeklies.
The first U.S. print advertisement to launch is a photo of Times Square with iconic works of art installed instead of advertising. Included in the Times Square Gallery are Da Vinci’s “Mona Lisa” and Johannes Vermeer’s The Girl with The Pearl Ear Ring. Let’s see if we can complete the list in the comments below. Other print executions include a factory emitting harmless bubbles instead of smoke, a pregnant man with his wife at a cocktail party, a lying politician with a growing nose, and a bar scene where people wear buttons labeling their dating status and mindset.
“In an ABSOLUT World” is a powerful campaign that provides a rich framework for the ABSOLUT brand that builds on the foundation established by ‘The Absolutes’ campaign last year. Our consumers are intelligent, and we hope they have a gut reaction that sparks conversations and challenges them to think about their vision of an “ABSOLUT World,” says Tim Murphy, Senior Brand Director, The Absolut Spirits Company, Inc.
“The new campaign visually answers the question: what if everything in the world was a little bit more Absolut? It’s not necessarily about perfection, but about making the world better by seeing it with fresh eyes. As the story unfolds you can expect commentary on topics and ideas big and small, serious and humorous, timeless and of the moment,” said Rob Smiley, Creative Director at TBWA/Chiat/Day/New York.
Each print advertisement has the text, “Enjoy with Responsibility. Absolut.com”. The small print on each advertisement: “Absolut Vodka. Product of Sweden. 40% Alc/Vol (80 Proof) . Distilled from Grain. Absolut, Absolut Bottle Design and All Other Absolut Trademarks are owned by V&S Vin & Sprit AB (c) 2007 V&S Vin & Sprit AB. imported by Absolut Spirits Co. New York, NY. Photography by Vincent Dixon.”
“In an Absolut world” is being created by TBWA/Chiat/Day, New York for TV and print ads, by executive creative director Gerry Graf, creative director Rob Smiley, copywriter Paul Bartow, art directors Pam Fujimoto and Amy Ferguson, photographer Vincent Dixon and producer Julia Menassa.
Digital media was handled by Great Works, Stockholm.