Doing things differently
commercials: TBWA New York commercial for Absolut Vodka, Thursday 06 August
"On August 3 ABSOLUT VODKA will debut “Anthem”, a new visionary TV commercial that artfully embraces the brands legend as a pioneering and culture-shaping brand. Created by six real life artistic installations, this cinematic, inspirational film, shot by Rupert Sanders, is both a literal and metaphorical manifestation of the brand’s ethos – In an ABSOLUT World, Doing Things Differently Leads to Something Exceptional. The commercial will launch globally, and is for many markets the first ever TV commercial from ABSOLUT."
"Every vignette in the film – each presenting one word of that anthemic statement – is a genuine artistic installation in and of itself.
At six different locations a crew of artisans have created large-scale installations out of ice blocks, wheat, two thousand hanging ABSOLUT bottles, flying lanterns, gigantic balloons and a myriad of glass cylinders. Each installation forms a word and is crafted to tell its part of the ABSOLUT story – from the iconic shape of the bottle and the Swedish winter wheat distilled to the urban landscapes in which ABSOLUT VODKA is enjoyed.
In addition to the 60 and 30 seconds spots, there is a making-of-film, showing the spectacular installations coming to life. The original films and the B-roll are all available at the ABSOLUT Youtube channel: www.youtube.com/user/ABSOLUTworld. "