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For 25 years ABSOLUT Vodka have been building their marketing campaigns around different appearences of its distinctive bottle. Now,  ABSOLUT is changing focus from the product –the actual bottle of vodka- to the optimistic visions and ideas of the product’s target group.

“In an absolut world” is the catchphrase of the new campaign, which will break in the U.S. in the middle of May.  “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.

Personally, I like the idea of ABSOLUT adressing some important and heavyli opinionated topics like gender, the thrustworthyness of politicians and art vs. ads in public space.

absolut_world_malepregnancy.jpgabsolut_world_politic.jpg  absolut_world_ny.jpg

ABSOLUT’s pre-campaign spot presents a massive pillow-fight between angry protesters and police as an alternative way to resolve conflicts.

Still, ABSOLUT have learned that it’s not always a free ride and a walk in the park to portray people’s idea of absolut world.

absolut1.jpg

In a Mexican ad, ABSOLUT portrayed many southwesterns U.S. states as a part of Mexico. This reflects the visions of many Mexicans, since it’s actually a historical reconstruction of the borders before the american-mexican war 1946-48. 

 As a response to the massive American boycott of it’s products,  ABSOLUT has withdrawn the ad and given this statement: “We are truly sorry and understand that the ad has offended several persons. This was not our intention. The ad has been withdrawn as of Friday April 4th and will not be used in the future.” http://absolut.com/iaaw/blog

Well, it seems like Absolut has a lot of visions and good intentions. At least as long as the visions don’t stop consumers from buying their products. Wonder if there’s a Mexican ad-director who is looking for a new job right now.

// Jakob