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.

Bookmark this

Site Search


English wine: a happy harvest for Christmas

All across England and Wales, vineyards are being harvested. Down winding country lanes come armies of welly-wearing conscripts wielding secateurs and buckets, ready to reap the rewards of our vines. Happily they come, their cheeks ruddy with pride. Half an hour later they’re crawling over muddy clods with lacerated hands, drenched in claggy juice and cold sweat, as if ploughing through an endurance race.

Click for more »
Upcoming events


Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know