May 1, 2007 In an ABSOLUT World: New Absolut Vodka Campaign

I spent last few weeks in hospital so I was not able to update But there was nothing special anyway. Until yesterday. Absolut Vodka announced new campaign called “In an Absolut World”. Read more in their press release:

ABSOLUT VODKA announced its next groundbreaking global advertising campaign titled “In an ABSOLUT World.” The new advertising challenges the status quo by presenting a bold and optimistic world view. The global launch is supported by a fully-integrated marketing campaign, including print, broadcast, out-of-home, public relations, on-premise promotions and viral activity. Created by TBWA/Chiat/Day/New York, the campaign will break in the U.S during the week of May 15 with a broadcast spot and print executions in June weeklies.

In an ABSOLUT World Absolut

The global campaign will also roll out in 12 international markets this year, beginning with a broadcast execution titled “Disco Moon” in Germany on April 27. Additionally, the campaign will be complemented with executions tailored to their niche market consumers along with an interactive experience at

“In an ABSOLUT World” is a powerful campaign that provides a rich framework for the ABSOLUT brand that builds on the foundation established by ‘The Absolutes’ campaign last year. Our consumers are intelligent, and we hope they have a gut reaction that sparks conversations and challenges them to think about their vision of an “ABSOLUT World,” says Tim Murphy, Senior Brand Director, The Absolut Spirits Company, Inc.


The first U.S. broadcast spot, titled “Protest” depicts an epic scene that opens with a tense standoff between protesters and police. As the clash ensues, the viewers witness a massive, friendly pillow fight — demonstrating an alternate way to resolve conflicts. Filmed in Uruguay by Director Frederik Bond and Director of Photography Guillermo Navarro — an Academy(R) Award winning Cinematographer — this production was the largest in the country’s history.

The first U.S. print advertisement to launch is a photo of Times Square with iconic works of art installed in lieu of advertising. Other print executions include a factory emitting harmless bubbles instead of smoke, a pregnant man with his wife at a cocktail party and a bar scene where people wear buttons labeling their dating status and mindset.

“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.

The new campaign also includes an industry-leading social responsibility broadcast spot. Titled “Taxi,” the spot illustrates a young couple exiting a club. As they press the key fob, instead of unlocking their car it signals a taxi, suggesting that in an “ABSOLUT World” people would always call a cab or use a designated driver after they drink. “The campaign speaks to consumers on multiple levels. The topics range in scale and tone but use the same clever voice ABSOLUT has used for more than 25 years,” adds Murphy.

“In an ABSOLUT World” will also be supported by viral elements that will bring the idea to life for consumers. On May 14, ABSOLUT will begin a week of guerrilla activities in New York that will make the city a better place for one week. Consumer activities include rickshaw rides in Soho and the Meatpacking District, music downloads in Union Square, Metro Card giveaways and VIP treatment at select downtown restaurants and clubs, all compliments of ABSOLUT.

The campaign will continue this summer with customized out-of-home executions in New York, Los Angeles, San Francisco, Miami, Las Vegas and Chicago that speak directly to these geographic communities.

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23 Responses to “In an ABSOLUT World: New Absolut Vodka Campaign”

Nice that you feel better !

Thank you!

Do you know what song they used in the pillow fight ad “protest?” It’s in French.

I’d like to know the song too

“Boum” by/par Charles Trénet (1937)

DesignWallah, you’re the best. I’ve been pulling my hair out.

May 27th, 2007 at 12:46 am DesignWallah Says:

Do you know the lyrics and who sings it in ad?

WTG. I will use your knowledge every time now!!

boum by charles trenet is the happiest song ever. plus that if the recording is vintage 1937 it’s got great fidelity! what a nice/pleasent/happy/mellow/wonderful song. can one download same.

phm sr.

Buena elección, de realizar el video en la ciudad de Montevideo, Uruguay!!!!

Felicitaciones a Frederik Bond, Guillermo Navarro y a todo los que colaboraron con la realización.

where i can download the music of the spot “disco moon”?

Who does the exclamation point painting in the ad?

can anyone tell me who does the song in the absolut moon commercial?

October 19th, 2007 at 4:10 am Peter McCartney Says:

im pretty sure it was done specifically for this commercial, which really SUCKS. i wish there was a DJ to it who would get the rights from Absolut to make a full length version

that sucks, that song ownes

Anyone know where you can download the actual commercials? I’m trying to download the pillow fight commercial, but I can’t find it for download anywhere.

May 10th, 2008 at 11:42 am Juicemaker Says:

really love the use of the Small Sails song in the new Dissection advert

i am writing a college paper on the ads “in an absolut world.” any one want to send me some dank stuff that i can write my paper on?????? please help me

does anyone know who sings the song in the ad where there’s a dress slipping off the glass? I think it ran a year or two ago.. maybe longer. It sounds like Morcheeba or someone similar — thanks!

is there a site with a list of the artists featured in the time square advertisement?

hi all…
what company does the advertising for absolut vodka name of the company pls????

it’s TBWA New York.


Does anyone know if the pregnancy ad was printed in any magazines? If so which one and what date?


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