New Books

Fans of Absolut Book—and there were a lot of them; the book sold 300,000 copies—will be happy about Absolut Sequel, Richard Lewis’ decade-later follow-up. In his new tome, Lewis, a former worldwide account director for Absolut at TBWA\Chiat\Day, gets to add chapters on Internet advertising and global campaigns, as well as a chapter on the ads’ many collectors. “It’s not about updating or revising,” Lewis says. “There was a whole brand-new book to be told.” Highlights include sections on cinema ads, pictures of fans with their ad collections, and an included CD-ROM with clips from animated ads, movie trailers and interactive software. “I’m not pedantic, saying, ‘Here’s the lesson we learned, and here’s the lesson you learn for your brand,'” Lewis says. “I hate those books. I’m still of the school that consumers are smart.”