Absolut Dissection in an Absolut World

Absolut vodka is promoted in a TV ad in which a bottle is dissassembled and reassembled. “Dissection” shows the contents of the bottle (vodka) in slow motion.

Absolut Dissection

A bottle of Absolut Vodka begins to break and disassemble, but in a very clean, orderly deliberate way. Letters from the label pop off followed by remaining pieces of the label and pieces of glass. A more rapid expansion continues until the liquid vodka is beautifully suspended at the center of the bottle. All pieces suspend for a moment in their dissected state and the camera pans around the bottle to show all angles. All the pieces are quickly sucked back into place, forming a perfectly shaped Absolut bottle.

“In an Absolut world the most carefully chosen Swedish wheat and water from our own springs can only make one thing: the true taste of vodka.”

Click on the image below to play the video.


The Dissection ad was developed for Absolut Spirits, Stockholm at TBWA/Chiat/Day, New York, by worldwide creative director Rob Smiley, creative director Lew Willig, copywriter Meghan Simons, art director Megan Williams, and agency producer Jamie Grady.

Filming was shot by Marco Spier, Chris Staves, Mate Steinforth via Psyop, New York, with designer Mate Steinforth, director of photography Martin Ahlgren, executive producer Lucia Grillo, producer Nathan Jew, assistant producer Tarun Charaipotra, live action producer Paul Middlemiss.

Visual effects were developed at MassMarket, New York, by VFX executive producer Justin Lane, technical director Jacob Slutzky, lead Flame artist Nick Tanner, Flame artists Chris Staves, Theo Maniatis, Pre Visual artist Damon Ciarelli, editor Cass Vanini, XSI Team Dave Barosin, Jan Bitzer, Andrea Gebhardt, Jae Ham, Bashir Hamid, Andy Hara, Florian Witzel, Miguel Salek, Boris Ustaev, Jason Vega, Lee Wolland, Roto artists Leslie Chung, David Marte, Joon Park.

Sound was mixed by Peter Holcomb, Sound Lounge, New York.

Music is “Somnambulist” by Small Sails.

The Dissection TV ad could be described as an extension of the print advertising campaign in which glasses of Absolut vodka appear to be exploding in slow motion.

Absolut print ads