Absolut film extols the extraordinary

05 February, 2010

Absolut will host a series of short film screenings in “unexpected” locations as part of its latest marketing campaign.

The 30-minute film – I’m Here – is a collaboration between the Pernod Ricard-owned brand and director Spike Jonze.

Depicting a “robot love story”, the film premiered last week at the Sundance Film Festival. It will also screen at the Berlin Film Festival this month, followed by a global release in March.

Mark Hamilton, head of marketing for vodka, said: “Absolut has a long history of creative collaboration which is testament to the brand’s unique and visionary perspective of the world.”?The new campaign – In an Absolut World, Ordinary is No Place to Be – will show “how people can apply the concept of doings things differently to disrupt their everyday routine and make life more interesting”, Hamilton added.




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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