Australia is the fifth market in the world to launch the global campaign after Spain, Germany, Greece and the United States.
Starting in cinemas this weekend are two big-budget commercials by an American ad agency, TBWA Chiat Day, reflecting Absolut’s bold vision of a world in which street protests are settled by pillow fights and the moon is transformed into a glitter ball for a global disco sign.
In Australia, Tequila has just launched a new initiative as part of the Absolut World global action. It’s the Absolut Line to the Top, a “secret view” on the office of Kevin Rudd, Australia’s Prime Minister. Four CCTV cameras follow him while he takes care of his daily duties, which include (but are not limited to) the regular update of the Facebook status. You can also interact with him, ordering Chinese food for him or making prank calls…
There is a first magazine ad for Absolut Mango together with Absolut Pears ad. If you saw these ads anywhere in magazines please let us know in the comments where it was. (source: jossip.com)
Absolut Vodka has announced the launch of its first TV commercial in the UK, as part of the vodka brand’s global ‘In an Absolut World’ campaign.
In the 20-second commercial entitled ‘Dissection’, the Absolut Vodka bottle is disassembled into tiled shards that separate from one another, peeling away to reveal the vodka inside.
“We’re absolutely delighted to be showing the new ‘Dissection’ TV commercial here in the UK,” said Peter Mooney, marketing director for Absolut Vodka. “The visuals highlight the attention to detail that goes into making Absolut Vodka and emphasise the truly natural ingredients consumers can expect when drinking it.”
The bottle then reassembles itself back into the Absolut product, with the voice-over “In an Absolut world, over 100 years of obsessing over the details can only yield one thing: the true taste of vodka”.
The campaign will first air on 10 May, across all regions on ITV, Channel 4, Channel 5, Sky 1, E4, Sky Sports and other satellite channels. (source: just-drinks.com)
After few days here we have the English version of press release about Absolut Colors which appeared on press.absolut.com. Thanks to Frank for finding it! I picked up the major parts:
“ABSOLUT COLORS builds on our history as a brand that has always encouraged people to be who they are”, says Nina Gillsvik, International Brand Director ABSOLUT at V&S Absolut Spirits. “Almost thirty years ago, when our company decided to do our bit in supporting the rights of the individual, we were considered bold. Today we can look back on those days and that decision with pride. For us, ABSOLUT COLORS is a natural way to continue to inspire people to let their true colors shine and be proud of who they are.”
ABSOLUT COLORS will be introduced in May, with the launch of a limited edition package inspired by the rainbow flag where the text on the bottle carries a message on embracing diversity. Apart from the special edition bottle, the ABSOLUT COLORS initiative will also include a limited edition cocktail book – the ABSOLUT COLORS Cocktail Collection. The book is a stylish guide to colorful drinks, based on the six colors of the rainbow flag.
311,000 ABSOLUT COLORS bottles have been ordered worldwide, ensuring that this ABSOLUT packaging will be available to all consumers who want to celebrate the rainbow flag and the LBGT movement.
In 1978, Gilbert Baker of San Francisco designed and made a flag with six stripes representing the six colors of the rainbow as a symbol of gay and lesbian community pride. Slowly the flag took hold, and today it is recognized by the International Congress of Flag Makers, and is flown in lesbian and gay pride marches worldwide. This year the flag acts as a symbol of progress made, and friends of the movement are invited to join the celebrations.
The limited edition ABSOLUT COLORS bottles and cocktail book will be available in travel and duty free stores as well as in retail stores in selected markets. Funds raised from the sales of the bottle and book, and also funds from an online campaign and initiatives on local markets will be donated to InterPride, The International Association of Lesbian, Gay, Bisexual, Transgender and Intersex Pride Coordinators, to support the organization’s worldwide networking, education and mutual support of member LGBT Pride Organizations. The Pride movement has three main premises: that people should be proud of their sexual orientation and gender identity, that sexual diversity is a gift, and that sexual orientation and gender identity are inherent and cannot be intentionally altered.
“We are honored to be a part of the ABSOLUT COLORS initiative. ABSOLUT has proven to be a longterm and reliable supporter of the LGBT community, says Russell Murphy, co-president of InterPride. “We will use the funds to support economically disadvantaged members of our organization so that they can take part in our educational program and become better equipped for carrying out the Pride message on local level.”
New “second skin” for Absolut Vodka to celebrate 30 years of Rainbow Flag - the symbol for all gays and lesbians - is going to be available soon (July 15, 2008). Read more in this Swedish press release. I couldn’t find anything in English. For information thanks to Mr. B.
Recent Comments: Themis: HI Free Bet, I agree that the campaign is great. Could you please let us know in which Australian magazine (issue + month) you found the...
jesus: the ads are in mexico!! I’ll put them in ebay very soon!!!
brett: i agree. these ads suck anymore. no wonder more and more people are quitting the collecting of ads because the suck
Juicemaker: great use of the song by Small Sails! its about time a band on the resonant label got some exposure
Juicemaker: really love the use of the Small Sails song in the new Dissection advert
