Monday, December 3, 2007

A brand new ABSOLUT world

Short explanation: In an Absolut world you can tell when Politicians lie...

Short explanation: In an Absolut world luggages come colorful in Airports...

Short explanation: In an Absolut drink (Instructions for an Absolute Tonic)...

Short explanation: In an Absolut world cabs are cool as roller-coasters...

Short explanation: In an Absolut world you are "cool", not the club's face-control guy...

Short explanation: In an Absolut world you don't get jammed among trucks...

Short explanation: In an Absolut world to be dark is cool...

Short explanation: In an Absolut world you can assemble your own perfect man...

Short explanation: In an Absolut world Taxi drivers are always there for you...

Short explanation: In an Absolut world the 2nd Avenue Subway station will be there...

Short explanation: In an Absolut world God will be cooling our planet...

Short explanation: In an Absolut drink (Instructions for a colorful Seabreeze)...

Short explanation: In an Absolut world everybody is rich and important...

Short explanation: In an Absolut world there would be less traffic and more bikers...

Short explanation: In an Absolut world cities would be full of art instead of ads...

Short explanation: In an Absolut world men would be pregnant...

Short explanation: In an Absolut world factories would be ecological and not polluting...

Short explanation: In an Absolut world everybody will where pins telling their character...


After 25 (or 27?) years of running the "absolut ad", the one we all know, the bottle concept... Absolut finally decided to get rid of that bottle and launch a new campaign, since last May 2007. This feat was assigned to TBWA, Chiat, Day in New-York and it looks like they're doing a great job with it. At first it seemed strange after so many years getting used to them, but after some thought, i feel as it finally was time for that to happen! Looking at the new campaign i can see some new fresh ideas, that aim to make the world a better place to be :-) Using the copy: "In an absolut world..." they show themes and topics that differ from the way we knew them till now. Maybe it is true that a couple of shots of Absolut can make someone see things better or make some changes ;-). I found most of them interesting and tried to collect as much as i could find (It wasn't easy at all). Please forgive the resolution in some of them as I couldn't find better versions. So here is a sample so far... (I would apreciate if you could send me new ones that run in other countries not posted here, just to make this collection grow).

Note: The short explanations given to the ads above, is just a conclusion and not the copy used.

Agency: TBWA /Chiat /Day, New York
Creative Director: Rob Smiley
Copywriter: Alexandra Sann / Pierre Lipton
Art Director: Jason Lucas / Pam Fujimoto

Rate this ad

3 comments:

AdMonkey said...

Seriously?

I know trying to follow such a successful iconic and well-ingrained campaign is a daunting task, but these are all over the place.

One day you're in the ridiculous fantasy realm (the assemble the perfect mail order man) and the next you're simply making a small adjustment to reality (having a whole three lanes of traffic to yourself).

Both directions have good merit, but let's pick one and stick to it. If this came across my desk in a portfolio, I would think the creative wasn't sure enough of themselves to take a stand for one execution.

Just a thought.

Zed said...

I can see your point here as you make it clear. But the way I see it is that no matter of the big or small changes made, they all have a bit of impossible in them. The small reality change you say, for me seems also as a dream situation. ;-) I think they show what they already know... things that can't and never will happen. It's just a "what if?" concept to my eyes. Thanks for your visit & comment, it made me think alot.
Cheers :-)

Anonymous said...

I think that the ad was catered to the magazine. I saw the pregnant man ad in "Cosmopolitan" magazine, which is targeted at women in their twenties, who wouldn't be able to drink their vodka while "with child" or probably have pregnant friends who seem to be uncomfortable. Probably others of these ads appeared in appropriate context.