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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Talking terroir

When Bordeaux was in fashion, it seemed almost logical that we should fetishise winemakers. Here were people responsible for brilliant acts of blending, across large estates and multiple grape varieties, including superstars such as cabernet sauvignon and merlot. These days, fashion has moved on and pinot noir is ascendant. As a result, the star of the winemaker has fallen and we find ourselves following a new star in the sky: terroir.

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