Absolut comes apart onscreen

16 May, 2008

Just six weeks after Pernod Ricard won the race to buy Absolut vodka, the first

TV campaign for the brand in the UK has been launched.

A 20-second ad based on the

In An Absolut World campaign

will appear nationally on commercial terrestrial channels plus Sky 1, E4 and Sky Sports.

The Dissection ad shows the iconic Absolut bottle

fragmented into tiled shards to reveal the vodka inside, before being reassembled into the full pack.

Peter Mooney, marketing director for Absolut at distributor Maxxium UK, said: "The visuals highlight the attention to detail that goes into making Absolut vodka and emphasise the truly natural ingredients consumers can expect."

The film was shot by photographer Dan Tobin Smith, whose work has appeared in the Observer and the New York Times.




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COMMENT

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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