Absolut “Dissection”

This visually appealing Absolut spot sprang from a print execution that showed a cocktail glass exploding to reveal the liquid inside. Here, we’re presented with a whole Absolut Volka bottle. The glass bursts in all directions, but the fluid within retains the shape of the bottle. According to the client, 80 percent of the liquid was actual vodka photographed in slow motion. As for the rest, well, CGI did come into play. Points for honesty — and for the spot’s visual dynamic. It held my attention until the end. All in all, a classy calling card for the brand, which underscores its purity by the clean — indeed, transparent — slivers of glass and droplets of alcohol. Best of all, since the bottle magically reassembled at the end, cleanup is a snap.
–David Gianatasio