Sid Lee Illuminates for Absolut

By Erik Oster 

Sid Lee’s Amsterdam and New York offices teamed up on a new campaign for Absolut, including a 30-second broadcast spot and online ad featuring new music by electronic duo Empire of the Sun.

The 30s-econd anthem ad, which launches today, collects footage from “Absolut Nights” events last year in cities such as New York, Berlin, Sao Paolo and Johannesburg. Directed by Melina Matsoukas, the nightlife footage is paired to a fairly run of the mill anthem voicover saying, “Every night we’re searching for something…something different…something unforgettable.” The spot sees Sid Lee targeting a millenial crowd for the brand (some may say too transparently), but ultimately comes across as forgettable. Absolut’s online “short film,” meanwhile is essentially a branded music video for Empire of the Sun’s new track (following a brief narrative intro tying it to campaign themes). More memorable is the brand’s limited edition Absolut Spark bottle, a clever gimmick which “gives consumers the ability to shine a new light on their nightlife rituals for up to eight hours” via pressing a switch on the bottom of the bottle turning on a light.

“At Absolut, we believe in a world where there’s no such thing as a ‘standard’ night out,” Joao Rozario, vice president of marketing at Absolut, told Adweek. “By infusing the unexpected into the ordinary, ‘Absolut Nights’ aims to inspire nightlife lovers to use the night as their canvas to explore what the future of nightlife looks like.”

Credits:

Client: Absolut Vodka, Pernod Ricard USA
Agency: Sid Lee Amsterdam & Sid Lee New York
Managing Partner: Eric Alper
Executive Creative Director: Daniel Chandler & James Yeats-Smith
Creative Team: Maclean Jackson, Roeben Beddeleem, Eoin Mclaughlin & Thomas Glover
Group Account Director: Emily Creek
Account Director: Amy Manganiello
Production Management Director: Melanie Bruneau and Dave Isaac
Head of Strategy: Simon Wassef
Strategy Director: Nicola Davies
Editor: Thomas Schenk
Director:  Melina Matsoukas
Production Team: Jimmy Lee & Sid Lee Entertainment
Production Partners: Prettybird, Vice, O’mage, StudioNOW
Public Relations: Weber Shandwick

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