Absolut goes all out for unexceptional copy

So, Absolut vodka and TBWA\Chiat\Day in New York got some international folk artists to shelve their integrity long enough to physically build, word by word, Absolut's new theme line. Considering the time, money and effort involved, one would hope it would be a really catchy, inventive phrase, instead of a clunker like "Doing things differently leads to something exceptional," which reads like a motivational poster from sixth-grade homeroom. At the risk of sounding trite, this is Absolut crap.

—Posted by David Kiefaber

See also:
Absolut ad redraws the U.S.-Mexico border
Absolut wants everyone to be Kanye West