Turns out there are absolutes in life100 of them, to be exact. Following up on a new television campaign that introduces the notion of "absolute" favorites in 14 lifestyle categories, Absolut Vodka and Stockholm-based agency Great Works have embarked on a quest to identify The 100 Absolutes. "We define 'absolute' as top notchunique in its category," says creative director Ted Persson. "We wanted to make people start reflecting that the 'Absolut' in Absolut Vodka isn't just a name. It really means that Absolut is the absolute vodka. And to make this relevant to consumers, we wanted to get them to contribute their views on what's absolute."