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 Adage.com.