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08/08/2009 by
3147 views

ABSOLUT Differently

Swedish vodka brand ‘ABSOLUT’ is known for its creative and surprising ads. For years, the iconic bottle was the center of all their advertising, than the brand traded the bottle for the ‘In An ABSOLUT World’ campaigns. Now, ABSOLUT launched ‘Anthem’, a new commercial for which the brand teamed up with six artists.

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The new ‘Anthem’ commercial for ABSOLUT

The Anthem is part of the ‘In An ABSOLUT World’ campaign and at its Facebook page ABSLOLUT explains: ‘Throughout our history, we have done things differently to bring you the ABSOLUT Vodka. From our bottle design to our advertising to the vodka itself, we’ve always opted for the path untraveled. We’ve collaborated with visionaries who share our passion for creativity, visionaries who refuse to conform and things differently then the rest.’

For the new commercial, artists came together at six locations around the world, to share their visions on an ABSOLUT world and spell out the brand’s philosophy of ‘Doing things differently leads to something exceptional.’ By means of large installations the message is spelled out in ice blocks, flying lanterns, balloons, wheat and glass. At their Facebook page, the brands allows you to further explore ‘the ABSOLUT’ world’ and take a look behind the scenes of the ‘Anthem’, where the artists explain their visions. The six different videos takes you through the realization of the commercial, which was created by TBWA\CHIAT\DAY New York. The 30 and 60 second spots are first broadcast in the US and other markets will follow during the autumn, winter and spring.

ABSOLUT takes their campaign even further. After working with artists for their new commercial and having worked with many artists in the past, ABSOLUT believes that ‘In An ABSOLUT World’ everybody is an artist and a visionary. At their website they invite everybody to share ideas, innovations, inventions and submit your visions on an ABSOLUT World.

Online the opinions on the new ‘Anthem’ commercial are rather varied: some love it, some hate it. Even though the commercial might be different from what we are used from the vodka brand, the films are a great piece of work and fit nicely into the ‘In An ABSOLUT World’ campaign and the ABSOLUT tradition of surprising advertising. Judge for yourself.

Source: Ifitshipitshere