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absolut big break

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The latest offering in the popular Absolut Vodka ad campaign brought a swarm of Hollywood hopefuls to Sunset Boulevard last week with the goal of landing their dream job. Or at least an audition.

The event, complete with red carpet and even some paparazzi, was a casting call for Absolut's newest billboard. The concept, from TBWA\Chiat\Day, New York, was to piece together the shape of an Absolut bottle from the headshots, names and phone numbers of would-be stars.

"These are all people who want to get their big break," said Jaime Sarachit of Ketchum Entertainment, which coordinated the stunt. "It's a chance to meet [a talent agent] and hopefully get exposure."

Nearly 100 actors showed up to earn a place on the billboard and a meeting with Sheila Manning, principal of her own talent agency, who took Polaroids of those without a port folio. Approximately 80 headshots were used.

"It's a great oppor tunity for the actors. Advertisers don't usually hold open casting calls on the sidewalk of Sunset Boulevard," Sarachit said.