Absolut: Watch the trailer.
Tuesday night at Manhattan's Tribeca Screening Room, agency and client debuted a 12-minute version of the Bollywood-style song and dancefest, which Chiat and Absolut plan to enter into film festivals.
According to creative director Joseph Mazzaferro, the short came about as an accidental byproduct of shooting the spot, which is airing overseas but not in the U.S. "We realized that in order to shoot the trailer, we would need extra scenes to make it authentic," he says. "We started to develop numbers, wrote songs, and it turned into a whole 20-minute script." Mazzaferro spent almost a month in India last fall producing the film, which was directed by Smuggler's Ivan Zacharias over about ten days. No vodka appears in the short, but cameos of the Absolut bottle's iconic shape can be spotted everywhere. It even manifests as a bindi on one character's forehead. (Ann-Christine Diaz)