A tubby man dives into an inviting pool and starts swimming. A few seconds later, he emerges from the water lean and taut—a regular Adonis. This new spot for Absolut, from longtime agency TBWA\Chiat\Day, is as simple and alluring as the pool it’s filmed in. Without one word of dialog, it captures a slightly altered dream state—one of cool refreshment, inviting the brain to think drink. We not only watch, but also listen, lulled by the sounds of the water. The body-change joke at the end comes across as subtle—the icing on the icing—a gentle allusion to the days of the brand’s “hunky” swimmer ads. Post-Absolut-anything: This is smart and simple advertising that connects.
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