One more place to find the Absolut Out spectacular. It can be found in the November 2003 issues of Genre magazine. I’m guessing that the ad is only being sent out in magazines to those who have subscriptions to the magazine. I have not seen the ad in any magazines on the newstands.
Some known ads appeared in these magazines: Spiegel (#44, 27.10.2003 - Germany) where can be found Absolut Definition and American Photo (November/December 2003 - USA) with Absolut Infinity (single page version) on back cover of magazine.
Today I found some new whereabouts in European magazines. Absolut Vanilia ad can be found in Allegra magazine (Germany, 11/2003). Absolut Liposuction is inside Eva magazine (Slovakia, 11/2003) and Absolut Hollywood came with TV Spielfilm (Germany, 23/03).
In Slovakian magazine Emma (11/2003) can be found Absolut Spa and in Italian fashion magazine Amica (11/2003) can be found Absolut Man. If you still can get October’s issue of Amica you will find Absolut Birthday ad there.
SAS in-flight Scanorama magazine containing 2 pages of Absolut ads in each issue. New October issue have Absolut Älva ad from Absolut Legends collection and on the second page there is information page about Älva and Absolut Legends.
In next issue (which we can expect in November) will be another ad from Absolut Legends collection. It will be Absolut Viking. Scanorama magazine can be found only on board of SAS flights so when you’ll fly with SAS don’t remmember to take at least one copy ;)
There are 6 new ABSOLUT MANDRIN ads issued this month in Taiwan: ABSOLUT CLICHÉ (VOGUE), ABSOLUT BALANCE (PLAYBOY), ABSOLUT SQUEEZE - Mandrin (FHM), ABSOLUT KRAMER (Men’s Uno), ABSOLUT ARRIVAL - Mandrin (GQ), ABSOLUT NECTAR (Adm).
Some new whereabouts for Czech republic and Russia are there. Absolut Future appeared in russian Vogue (10/2003). Other ads appeared in Czech republic. Absolut Open can be found in magazine Houser (16 October 2003), Absolut Perfection is inside Reflex magazine (16 October 2003) and Absolut Curriculum with czech texts is on the back cover of Instinkt magazine (16 October 2003).
Absolut Out is a new U.S. spectacular. It is found in the November issue of Out magazine. It is a 4 page insert. I don’t know if it’s in all issues or only included in customers with subscriptions.
On page 1 it says “Saturday, October 11. No Time Like the Present”. Open up the ad to pages 2 and 3 and you see 9 closet doors. On the left side of page 2 and the right side of page 3 there are tabs that say “Come Out”. When you pull each of these tabs, the door open up and you can see different items of clothing etc in each closet.
On page 2 there are 4 doors. Door #1(gym bunny) is a silver folding door. Inside: mens gym clothes, hand weights etc. Door #2 is light colored wood. Inside: ribbons and trophies and photos of dogs. I’m guessing the ribbons and trophies were won at a dog show. Door #3 is dark wood. Inside: grey suits, white shirts, neck ties, black shoes … and a pink ballgown with a pink pair of high heels! Door #4 is red. Inside: (punk rock?) leather clothes, guitar, Absolut Pistols poster in the back of the closet.
On page 3 there are 5 doors. Door #5 is yellow. Inside: (girl jock)
Varsity sweatshirt, sports equipment. If you look really close, you can see the Absolut bottle shape on the clipboard that is hanging. Door #6 is a double set of purple doors. Inside: (drag queen) wigs, make up mirror, boa, womens clothes etc. Door #7 is olive colored. Inside: (gay activist) Pride flag, posters, HRC etc. Door #8 is pink. Inside: lots of shoes!
Door #9 is dark green. Inside: (transgender?) mens clothes, golf clubs and a black and white photo of a woman on the door. At the bottom of page three is Absolut Out. When you have all the door open and turn the ad on the side, the closet doors form the shape of the Absolut bottle.
Page 4 (back page) reads as follows: National Coming Out Day (October 11) is an international event that gives gay, lesbian and bisexual people the opportunity to “come out” to others about their sexuality. It also provides a means of increasing the visibility of gay people.
This piece is a miniature replica of the spectacular life-sized billboard created to bring dimension and attention to this important day. Absolut Out is also an on line auction of items donated from celebrity closets, with all proceeds benefiting the Human Rights Campagn Foundation. Absolut has been an advocate of the gay and lesbian community since 1981. Absolut Out celebrates the creativity and diversity of openly gay people.
The new version of Absolut Amsterdam ad can be already seen in magazines all over the Netherland. You can find it in all these October’s issues of Netherland’s magazines: Elle, BLVD, !Strictly, Avantgarde, Squeeze, Esquire, Man, Rails, Snoecks.
In the past two decades, ABSOLUT has established itself as a creative brand, not only through its advertising but also through its close relationship with the worlds of art and fashion. Now, with the launch of ABSOLUT THREE TRACKS featuring the composers/ producers Taxi, Rollercone and Aril Brikha, a new art discipline is added to the mix. Visit threetracks.com.”For years, our consumers have seen interpretations of the brand by some of the world’s most prominent artists and designers. With this new project they will also be able to listen to the brand: this is the voice of ABSOLUT,” explains Michael Persson, Market Communications Director at The Absolut Company in Stockholm.
The brief for the composers was simple: present your interpretation of the iconic ABSOLUT bottle. The results are as diverse as the personal styles of the participating artists.
For the ABSOLUT THREE TRACKS project, the focus was on club music and the composers were selected as representatives of different styles within the genre.
Taxi, who characterize their music as “always raw, always soulful and - hopefully - interesting and engaging,” have used the ABSOLUT bottle for their piece:
“We used the bottle as the source of all the sounds and created a melody based on the sounds we made. Basically, we took dozens of samples from a full/empty/half-empty bottle. We then re-pitched, stretched, reversed and filtered it through a keyboard and a lot of technical processes and played it like a piano,” says Taxi’s Paul Cullen. In the lyrics for their track “The Absolute”, the group found the paradox “in silence you can hear everything” intriguing and created a text inspired by Plato’s theory on absolute reality.
Patrick Duvoisin, a.k.a. ROLLERCONE, says his music is based on many styles, from down tempo tracks to soulful vocal house, but his personal trademark of atmospheric ambience and layers, a blend of musicians, samples and electronics makes it his own.
“I wanted my ABSOLUT piece to be clubby as this is the place where I usually see ABSOLUT. I also wanted to show the arty side of the brand without losing the wit. I have created a track that pays tribute to all the artists who have worked with ABSOLUT, imagining them meeting at a party where all their names would have been on the guest list. And what better way to present this than with a nice French-speaking woman who arrives to see what names are on the list? What’s funny is that some people who heard it just think it’s a girl trying to blab her way into a club.”
Aril Brikha, who has established himself within the Detroit scene, says his music is simply “High-Tech Soul”. About his ABSOLUT piece he says:
“I chose to use the words clarity, simplicity, perfection to accentuate what I wanted to affect with the music. I first made the music and then added the words along with sounds from the shape of an ABSOLUT bottle. I had scanned the shape into a computer program that turns a picture into a tone - a futuristic way of including a picture without letting the listener know. I find it quite similar to previous ABSOLUT projects where the bottle has been hidden in a picture.”
“This project is a tribute to the DJ/producer. The role of the DJ has been transformed from that of simply playing records to becoming true visionaries. They are explorers of the world of music, changing the map of a traditional art form - attributes that fully comply with the way ABSOLUT looks at the world,” says Persson.
At absolut.com/threetracks, the audience is presented with one individual experience for each track. The three pieces of music differ significantly in terms of character, tempo and build-up, which entails that the website actually offers three different experiences. The website can be characterized as a blend of the strong visuals you find in a music video and the catchy interactivity of a truly great website.
