New Absolut Ads Absolutly Average.
It's really about the best we could expect.
Seriously, how do you follow up one of the most successful ad campaigns ever (though there certainly were stinkers)? Well, you don't do anything original and fresh, obvs! Place product name in existing colloquial phrase, use overused "ideal world" visual trickery, nestle product shot in lower right corner, and voila!—safe mild entertainment! (here's three more print executions.)
The ad at right was placed in Angeleno magazine, part of the Binn-clone Modern Luxury cluster of useless Lux Mags. In my Absolut world, the San Andreas Fault would split open and swallow this neighborhood.
I do like this TV spot from the campaign, though. Beautifully shot.
(campaign via the TBWA part of TBWA/Chiat/Day New York, Absolut's long-time agency, of course.)