September 30, 2005 September 30, 2005 ABSOLUT SEQUEL: The ABSOLUT advertising story continues
(PR) It’s been named one of the 10 best campaigns of the 20th century by America’s Advertising Age Magazine. It has won hundreds of awards, including a place in the American Marketing Association’s Hall of Fame. Now, the ABSOLUT campaign sees the launch of a second book all about the ads. And the people who created them.
Available from October, the retrospective follows the success of the ABSOLUT BOOK, published in 1996, in which author Richard W. Lewis pays homage to the first 15 years of ground-breaking ABSOLUT advertising campaigns.
Twelve editions and 300,000 copies of the ABSOLUT BOOK later, Lewis, the previous worldwide account director for ABSOLUT at TBWA/Chiat/Day, continues the story in an entirely new book: ABSOLUT SEQUEL. He revisits a decade which has been one of the most creative and expansive in the ABSOLUT brand’s history and gives a “behind-the-scenes” look at the creation of the campaign. Including the ads he wished had happened but never did. (click for continue)The 14 chapters focus on the multitude of themes ABSOLUT has explored over the past decade, from cinema and album covers, to fashionistas and writers. ABSOLUT SEQUEL presents a collection of timeless campaigns which also define key figures, events, places and the moods of the time. The iconic images of the ABSOLUT bottle - painted, deconstructed, reconstructed, dressed, undressed, decorated and transformed - have been created by some of the best-known and respected visual artists, wordsmiths and designers.
“The creative connections that the adverts in ABSOLUT SEQUEL portray are truly unique and sometimes surprising, from collaborations with rock stars to architects. Almost 10 years on from the launch of ABSOLUT BOOK, it is a timely follow-up on how the ABSOLUT brand’s iconic imagery has developed over this period and its continued advertising success,” says Michael Persson, Brand Director for ABSOLUT VODKA at V&S Absolut Spirits in Stockholm.
It’s this success that inspires Lewis: “Why are ABSOLUT ads so memorable? Why do collectors crave them? Why are famous artists and writers enthusiastic about creating them? The concept is easy and the execution brilliant. First, two simple words – and the first is always the same – second, a single stunning, image that complements the headline. Like a couple in love. It proves that advertising doesn’t have to be complicated; rather, advertising can and should respect people for their wit and intelligence. The most impressive, impfactful ads are often the simplest. This knowledge is key to the ABSOLUT brand’s success.”
ABSOLUT SEQUEL will be available at fine bookstores everywhere, as well as the leading online booksellers such as amazon.com and barnesandnoble.com. The suggested price is $60 (US) for the hardcover and $30 for the softcover.
ABSOLUT SEQUEL – Chapters
1. ABSOLUT CITIES: Includes ABSOLUT CITIES of Latin America and Asia/Pacific as well as favourites from the past.
2. ABSOLUT ARTISTS: Nam Jun Paik, Damien Hirst, Louise Bourgeois, Francesco Clemente, Ross Bleckner and Chris Ofili are some of the artists that have interpreted the ABSOLUT brand in the last decade.
3. ABSOLUT WRITERS: In the late 90s, writers joined the ranks of artists to interpret the ABSOLUT brand. Launched in the US in 1997, Dominick Dunne, John Irving, Julia Alvarez, Arthur Golden, Doug Coupland, T.C. Boyle, Sebastian Junger and Tracy Chevalier, where some of the authors featured.
4. Outside: Some of the most creative advertising solutions in the last 10 years have been outdoor advertising. Like ABSOLUT NEW YORK, a fully furnished apartment.
5. ABSOLUT ALBUM COVERS: A tribute to the artists on the albums as well as the artists who created the covers.
6. Collectors: For years, people have been collecting the ABSOLUT advertising. Meet some of the most dedicated collectors.
7. Cinema: Originally created for Latin America, the ABSOLUT PICTURES campaign took the advertising from print to the silver screen.
8. Quality: The whole quality message is written on the bottle itself. So, how do you translate that into advertising?
9. Regrets: “I don’t have many regrets. More specifically, ABSOLUT REGRETS. However, in order to make this book more entertaining I want to devote a chapter to two kinds of ABSOLUT ads: Those I wish we DID and, the natural counterpart, those I wished we DIDN’T”
10. Spumoni: The ABSOLUT VODKA family is continuing to grow: how do you make tasty advertising in every flavour?
11. Annie: Annie Leibowitz created the 20th anniversary campaign featuring 20 interesting people posing with their favourite ABSOLUT ad.
12. Jump the Net: ABSOLUT presence – and the education of the client about the great adventure of cyberspace.
13. Fashionistas: Tom Ford. Stella McCartney. Jean-Paul Gaultier. The list of fashion designers who has interpreted the brand is still growing.
14. Bonjour/Bonsoir:
ABSOLUT SEQUEL
ABSOLUT SEQUEL by Richard W. Lewis is available from October 2005 and presents the ABSOLUT advertising from 1996 until today. The 14 chapters focus on the multitude of themes ABSOLUT has explored over the past decade, from cinema and album covers, to fashionistas and writers. ABSOLUT SEQUEL presents a collection of timeless campaigns which also define key figures, events, places and the moods of the time.
ABSOLUT BOOK
ABSOLUT BOOK charts the ABSOLUT brand’s advertising over 15 years from 1981 to 1996 covering nearly 500 ads. The book also tells the story of how the vodka brand started in the 15th century and how the modern-day product has evolved.
