Cee Lo Gets Distilled for Absolut

By Bob Marshall 

Last year, Absolut vodka and Jay-Z teamed up for a documentary called NY-Z that showcased a concert at Madison Square Garden and interviewed Hova about his love of his home city. The TBWA\Chiat\Day-created effort made its worldwide debut on Absolut’s Facebook page last March.

This time around, Cee Lo Green of Gnarls Barkley, The Voice and “Fuck You” fame (and let’s not forget Goodie Mob from way back) is getting the celebrity treatment, as Absolut (this time collaborating with music magazine The Fader) once again is firing up its black and white cameras and following a day in the life of the superstar crooner, from his vodka party to his concert. Again, the short film will premiere on Absolut’s Facebook page, with Part 1 debuting on June 27 followed by Part 2 on July 6.


But, in a twist, Cee Lo with also “guest edit” Absolut’s Facebook page for 10 days surrounding the film’s release, which means he’ll interact with fans and, from the looks of it, comment on people’s Facebook statuses. Yes, Cee Lo will, according to the announce, use a Facebook app to “send a custom video message direct, commenting on friends’ Relationship Status updates (if you’ve currently updated as “In A Relationship,” you may prove an easy target!).” I don’t quite understand the appeal in this, but okay.