Absolut launches new TV spot


Absolut defies the recession and presents its first global marketing initiative since Pernod Ricard acquired Absolut Vodka. In mid April, the brand launches “Absolut Hugs” globally, a new visionary TV commercial depicting a world where transactions are paid for with affection and gratitude, rather than currency.

As a part of the “In An Absolut World” campaign that depicts scenes from a more vibrant world as envisioned by the brand, the “Hugs” spot sends a spirit of community, suggesting that “In an Absolut World”, money can be replaced by acts of kindness. It was first shown to 19 million TV viewers in the U.S. during the Grammy Awards presentation. Since then, an impressive number of people have already seen it on YouTube and now the campaign is rolling out globally.

All shot in Argentina, the spot takes the viewer to eight different countries, showing people all over the world hugging and kissing rather than exchanging money when “buying” groceries and movie tickets or “paying” for bus and taxi rides. During 3 days of shooting, a cast of hundreds exchanged countless hugs in front of the cameras.

“Absolut Hugs” features a soundtrack especially composed for the ad. When the brand got the chance to premiere the spot on the Grammy Awards, Absolut chose a classic soundtrack by beloved jazz artist Louis Armstrong. The spot was created by TBWAChiatDay and is available in a 30- and 60 sec version.


The http://www.absolut.com/hugs site will be launched shortly where visitors will be able to see the TV spots, behind the scenes material and experience other interactive features.

To see other acts of kindness and to share your own acts of kindness, visit http://www.absolutkindness.com