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NEW YORK TBWA\Chiat\Day’s new campaign for Absolut revolves around a fantastic world in which men get pregnant, soap bubbles flow from smokestacks, art hangs in Times Square and protesters fight with pillows.
The “In an Absolut world” campaign includes four TV spots, print, Web and outdoor ads and guerrilla marketing. The estimated $45 million global effort breaks today and replaces the short-lived “The Absolut vodka” campaign that began in January 2006.
Previous ads likened Absolut to genuine icons such as the Statue of Liberty, Steve McQueen and CBGB.
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