Absolut Vodka. Don’t we all love it? The brand I mean. You can argue about the product.
Absolut has always been “on the edge” when it comes to communication & creativity. They’ve gone beyond just selling vodka, and have created a true premium lifestyle brand and icon.
Now they are taking it again to the next level, with their “greyhound” campaign, where Absolut wants to take cocktail mixes to the next level. They’ve created this spectacular tv commercial that led to a music video and release of the song.
If you feel up to it, watch the full 3’3″ of it:
Novel. To say the least.
Why I like it?
- They continue their path of stretching creativity. Very consistent, like they’ve always been.
- As always, it’s highly memorable. Key to their brand.
- When they go, they go all the way. Clearly they haven’t cut back on production budgets to get these commercials out the door. And frankly, they HAVE to. It just simply reinforces the fact that they are premium versus most other vodka brands. A “cheap” brand would never dare to do what they do.
- A demonstration of the links they have (and always had) with the creative scene around the world. Over the past year they’ve collaborated with masters in the field such as Spike Jonze, Cee-Lo Green and Jay-Z. In the past they had their ‘twist’ on Andy Warhol and Keith Haring, amongst others.
- Last but not least… it’s intriguing. First time you watch it, you go…hmmm, where is this going? That’s good for a brand like Absolut.
- I just like their imagery 😉
Below are some of their past examples, where they have invested for years and year in their bottle silhouette. They prove the point on artistry (…sometimes you have to look twice to understand), and also demonstrate their strong marketing touch when it comes to crowdsourcing et al:
