Absolut has found an attention-grabbing way to communicate that it's a totally transparent brand: It's made an ad full of naked employees.
The brand's latest film, by BBH London, was made at its distillery in Ahus, Sweden, and features 28 real-life staff, all in the nude (with the rude parts blurred out, naturally), as well as actors. Shot in the style of a typical employee induction video, it features the earnest Gunnar (played by an actor), who talks us through ingredients, quality control, employee culture and the production process, all while stark naked and accompanied by colleagues in the buff.
Anthony Austin, executive creative director for BBH, says in a statement: "When we first discovered how Absolut make their vodka, we were immediately taken by how proud they were of their process. From the wheat they grow to the recycled glass for their bottles, it is uniquely transparent at every stage. We wanted to celebrate that openness, in a way that felt true to their Swedish identity, so we figured the best way to show that you are 'The Vodka with Nothing To Hide' would be to take all your kit off and stand in a field and talk about it. And being the good humoured Swedish souls that they are, they jumped at the chance to bare all to the world."
The film was directed by Sam Hibbard via Somesuch. It is part of Absolut's ongoing platform Create A Better Tomorrow, Tonight, that includes collaborations with various creative folks.