Absolut Stars at Hollywood and Sign

NEW YORK–As energy-stressed California continues to experience rolling blackouts, Absolut Vodka Wednesday unveils a new outdoor ad the company hopes will help illuminate Los Angeles.

The 50 ft. x 18 ft. billboard features a giant Absolut bottle made up entirely of solar panels, which contain more than 210 light bulbs. The panels will capture the sun’s rays during the day and convert the power into energy at night to illuminate the two-word tag, “Absolut Alternative.”

The ad is scheduled to remain in place on Sunset Blvd. for the next six months. Creative is from TBWA Chiat/Day, Absolut’s worldwide agency of record.