Absolut Vodka’s New Canvas: TV

NEW YORK Four 30-second spots representing Absolut’s first U.S. TV work are set to break on Monday. The work from TBWA\Chiat\Day shows artists painting a 12-foot-tall Absolut Raspberri bottle.

Omnicom Group’s TBWA\C\D in New York selected three members of the New York artist collective the Barnstormers, David Ellis, Kenji Hirata and Maya Hayuk, along with Phil Frost to each paint a bottle in his or her signature style, backed by a beat box soundtrack recorded by British artist Killa Kela.

Using time-lapse photography, the ads show eight hours worth of painting in 30-seconds as bright colors and patterns cover the bottle. Ads then show the bottle being washed clean. “Unleash the raspberry” is the tagline.

The client has done TV ads for Level, its premium vodka, but never for the Absolut brand. A print component broke in August magazines. The artistic project also will be featured as a two-and-a-half-minute film on the brand’s Web site.

Absolut spent $35 million on ads last year, per TNS Media Intelligence/CMR.

Since the bottle campaign debuted in 1981, Absolut has featured the work of artists such as Andy Warhol and Keith Harding in its advertising but, until now, never the artists themselves.

Agency group creative director Patrick O’Neill, copywriter Gail Barlow and art director Lauren Harwell worked on the campaign, which was edited by Alex Lebedev of Origami Edit in New York.