An Endless Kiss Shows Absolut's Pride in Equal Love

Sexuality, Gender, Age and Status Blur in Bid to 'Make a Better Tomorrow Tonight'

Published On
Jul 05, 2017

Editor's Pick

Absolut Vodka has created a never-ending kiss to introduce its new brand platform, "Make a Better Tomorrow Tonight," starting with a powerful spot that shows how inclusive passion can be. Sexuality, gender, age and class all blur as the kiss progresses through the film's diverse cast.

Set against the backdrop of a city night, "Equal Love" aims to reflect the progressive views that Absolut has championed since 1981, when it was the first mainstream brand to advertise in gay magazines. BBH London was behind the campaign.

The film was shot in Kiev and directed by Somesuch's Aoife McArdle, whose work includes "Daughter," Audi's gender pay gap Super Bowl ad.

Gaia Gilardini, Absolut's global brand director, told Creativity, "We gave Aoife lot of freedom to find the characters that would bring the film to life. Everyone embraced it: If you look at the film you can't tell who's street cast and who's a professional actor.

Read more about the effort on


Jul 05, 2017
Brand :
Client :
Chief Executive Offier :
Anna Malmhake
Vice President, Global Marketing :
Craig Johnson
Global Brand Director :
Gaia Gilardini
Global Marketing Manager :
Sina Neubrandt
Global Brand Manager :
Oscar Danielsson
Head of Digital Marketing :
Fredrik Thorsén
Creative Team :
Felipe Guimaraes
Creative Team :
Lambros Charalambous
Creative Director :
Ian Heartfield
Creative Director :
Paco Conde
Creative Director :
Beto Fernandez
Deputy Executive Creative Director :
Ian Heartfield
Strategist :
Raphael Bittner
Director, Strategy :
Melanie Arrow
Business Lead :
Kate Roberts
Account Director :
Aymara Blanco
Account Executive :
Janki Shah
Producer :
Victoria Keenan
Producer Assistant :
Zaf Choudhury
Production Company :
Director :
Aoife McArdle
Executive Producer :
Lou Hake
Producer :
James Waters
Director, Photography :
Tom Townend
Post Production :
Editorial Company :
Final Cut
Sound Director :
String & Tins
Agency :

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