Absolut : In An Absolut World

"Times have changed," says TBWA CD Robert Smiley. "There are few absolutes; everything is debatable. Issues are the discourse of the day, and satire and humor are used to discuss everything, both serious and trivial. It's how we deal with the insane world around us." Which is to say, in the context of Absolut's new "World" philosophy it's not so strange that "the launch ad is actually an ad criticizing advertising," he believes. "Most of us would prefer art to billboards, and there are so many things that could be made better if we just stepped out of our expectations and tried to make things a little more 'Absolut.' It's not necessarily about perfection but about making the world better by seeing it with fresh eyes. We're always hoping and dreaming about a more 'Absolut' place that's where we'd like to live." In the PDF, see where Absolut lives re politics, feminism and the environment. In another iteration of the campaign, beginning May 14, the brand will host a week of guerrilla activities in New York intended to "make the city a better place," according to Absolut. This will include complimentary rickshaw rides, music downloads, "VIP treatment" at select downtown restaurants and clubs, and MetroCard giveaways.

Absolut : In An Absolut World

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