Thursday, July 19, 2007

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.)


Blogger SchizoFishNChimps said...

In an Absolut world we'd all drive carbon-chugging gas guzzler limos? That's not a place I'd visit in my organic sandals.

12:36 PM  
Blogger Alan Wolk said...

I just don't think a lot of people are going to take the time to figure out the ad. More likely they'll look at the picture in Angeleno, think "Oh, Absolut Calabasas. I get it" and move on.

1:44 PM  
Blogger Brooks said...

This ad is incongruent with the others from the campaign. A lying politician exposed, real art in Times Square and the brilliant protest ad all allude to the way things should be.

Following that logic, this image seems to say the rich Californians should have red carpets from doorstep to limo. I'm all for the endless, inane pursuit of celebrity in advertising, but the average drunk won't relate to this at all. Using a more middle class neighborhood would be a huge improvement.

2:01 PM  
Blogger The Consumer Voice said...

What the fuck am i even looking at. This ad is enraging me i hate it so much. I'll be the dumb one here and admit, i have NO idea what i'm supposed to be seeing - at all. what is that?

4:00 PM  
Blogger David said...

Dude, I didn't realize it but there are actually emmy nominations for commercials.

Got an emmy posting coming?

7:15 PM  
Anonymous Anonymous said...

Serious CR, how much would a piece of shit like that cost to make?

5:56 AM  
Blogger shedwa said...

Here's a version that uses the fairy-tale 2nd Avenue NYC subway line.

11:04 AM  
Anonymous Anonymous said...

this ad is all wrong, but i like the campaign as a whole. this one is just off the mark and feels like something the client pushed for because they wanted to be in the luxury magazine. the spirit of the other executions is nice and feels appropriate for the brand. i agree with brooks that a middle class neighborhood would help this ad a lot, but then it wouldn't have worked for the pub.

5:42 PM  

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