Absolut Takes to TV for Level Vodka

NEW YORK Absolut Spirits will launch its super-premium Level vodka via a $10 million TV and print campaign from TBWA\Chiat\Day on April 5, marking the first time the company has used television to advertise any of its brands.

“The marketplace is cluttered with vodkas, and it’s important that we make an impact very quickly,” said Absolut representative Lorne Fisher. “We believe that our TV campaign is very different than the typical liquor ad—people celebrating in a bar clicking glasses.”

In the single TV spot, a couple sits at a table in an upscale bar. The waiters set down the martinis, which wobble in their glasses. After exchanging a knowing glance, the waiters slide down two 50-foot poles to ground level, where four colleagues are holding the supports that balance the restaurant. One takes a matchbook from his pocket and slides it under the heel of a co-worker, thereby steadying the venue.

A voiceover says, “Introducing Level, the world’s first perfectly balanced vodka. One sip, you’ll know a new level.” The spot ends with a shot of the white, frosted Level bottle lying on its side atop a martini glass.

Four print ads follow the same formula, balancing the bottle on a martini glass, ice cubes and other liquor bottles, with varying copy.

The spot will play on VH1, FX, Spike TV, E!, Fox Sports Net, Court TV, the Golf Channel and the Tennis Channel. Print ads will break in The Wall Street Journal, Details, Golf, Business Week and Cheers.

Public relations, events, on-premise promotions and the levelvodka.com Web site will also push the brand.