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Published/Aired: 
July 2008

Description

World Wide Creative Director: Rob Smiley

Film advertisement created by TBWA, United States for Absolut, within the category: Alcoholic Drinks.

Advertising Agency: TBWA\Chiat\Day, New York, USA
ACDs: Chris Lisick,Lew Willig
Producer: Winslow Dennis
Production Company: Smith & Jones Films
Director: Ulf Johansson
Executive Producer: Philippa Smith
Producer: Nicola Sims
Director of Photography: Andrezej Sekula
Editorial: Mackenzie Cutler
Editor: Gavin Cutler
Producer: Melissa Miller
Assistant Editor: Erik Laroi
Sound Designer: Sam Shaffer
EFX Company: Mass Market
Producer: Eve Strickman
Lead Flame Artist: Nick Tanner
Color Correction: Company 3 - NY
Colorist: Tim Masik
Sound: Sound Lounge
Mixer: Philip Loeb
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Highest Rated

Blahg's picture

Normally celebrity endorsements are a waste of money in terms of ROI. I think it is especially true if the celebrity you're associating your brand with has a reputation for being a pompous, egotistical dick who the majority of vodka customers would argue, makes mediocre club music.

Outside of a very specific audience, they wouldn't even recognize this guys face - meaning that you've just paid a lot of money to make a commercial where it appears ugly looking white males are taking drugs to become black men.

Absolute has done better work than this. This looks like their best people were on vacation and a bunch of Kanye West fanbois snuck a green light past a client.

Blahg
Activity Score 616
Copywriter
Crisp One's picture

retaaaaarded!

Crisp One
Activity Score 2005
Other at New York
Blahg's picture

Normally celebrity endorsements are a waste of money in terms of ROI. I think it is especially true if the celebrity you're associating your brand with has a reputation for being a pompous, egotistical dick who the majority of vodka customers would argue, makes mediocre club music.

Outside of a very specific audience, they wouldn't even recognize this guys face - meaning that you've just paid a lot of money to make a commercial where it appears ugly looking white males are taking drugs to become black men.

Absolute has done better work than this. This looks like their best people were on vacation and a bunch of Kanye West fanbois snuck a green light past a client.

Blahg
Activity Score 616
Copywriter
ChuckNorris's picture

Kanye is a pretty famous man and a symbol of "cool".

People copy his style all the time. (just check some fashion blogs to see what I'm talking about)

So I guess this spot is fun for the target.

ChuckNorris
Activity Score 834
Creative Director
elnietodeNicho's picture

what? in your small world people drink absolute and your fashion icon is rod stewart, right?

elnietodeNicho
Activity Score 361
Copywriter at euro rscg beker
Blahg's picture

Actually in my "small world" we recognize that creating an ad featuring an unpopular spokesperson that employs stereotypes about black women is some of the worst work on this campaign. Absolut is an internationally presented brand that has done far better work. What the hell does Rod Stewart have to do with this?

Blahg
Activity Score 616
Copywriter
gonzohj's picture

Absolut low.

I cant' believe it. Someone give me back my high esteem regarding Absolut ads.
What have you done TBWA?

We are all ignorants, but we don't all ignore the same things...

gonzohj
Activity Score 103

"We are all ignorants, but we don't all ignore the same things..."

Prof's picture

Doesnt the music kinda remind you of "Ramstein - Du riechst so gut" ?

Prof
Activity Score 1449
Copywriter |

Quite really.

desailly's picture

On the one hand, I don't really have a problem with Kanye West or his music.

On the other, I never thought I'd see Absolut trying this hard and failing so miserably.

Note to the dozens of people credited above: the harder you seem to be trying, the sadder you make yourself look. I hope this ad cost a fucking fortune. The term "white elephant" doesn't get enough of a run-out these days.

desailly
Activity Score 470
Copywriter
cherrydarling's picture

Noooo! why, Absolut!! why!!

cherrydarling
Activity Score 28
Copywriter
iT-iS-i's picture

Does anyone know what the sound track playing in the background is? Don't ask why, it just speaks to me on so many levels.

Add insult to injury then burn the candle at both ends.

iT-iS-i
Activity Score 1721
Copywriter |

:: Put your ears against the ground so i can walk over what you heard::

mikepants2005's picture

Absolut Shite!

mikepants2005
Activity Score 504
Copywriter
victorgc_a03's picture

These camaping was created for the US, where Kanye West its a kinf of cultural icon for the young people.

Target market...
Not a international campaing...
LOCAL CAMPAING...
In Spanish: "A la tierra que fueras, haz lo que vieras"

victorgc_a03
Activity Score 6
Marketing Sales
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