NEW YORK, NY (December 2, 2009) – Today, ABSOLUT VODKA debuts ‘Drinks,’ the latest work of a new generation of creative collaborators. Via a collaboration with some of the most exciting personalities on the planet, “Drinks” brings the cocktail world to life with renowned fashion photographer Ellen Von Unwerth and critically acclaimed actresses Kate Beckinsale and Zooey Deschanel to celebrate uniquely ABSOLUT drinks.
With the tagline, ‘Every Drink is an Exceptional Experience,’ the new ads are a tribute to those drinks that changed the playing field within the cocktail community and continue to have relevance among today’s vodka connoisseurs. The initiative underlines that every cocktail starts with a story – from the legendary lore of the Bloody Mary’s creation at Harry’s Bar in Paris to the legions of female fans of the otherworldly Cosmopolitan.
“As the next iteration in the campaign, ‘Drinks’ is a witty interpretation of classic cocktails that pay homage to ABSOLUT VODKA’s legacy as a truly iconic spirits brand and the key ingredient in making these drinks an exceptional experience for consumers and bartenders,” says Tim Murphy, ABSOLUT Vice President of Marketing. “No other vodka has as much longevity within both the cocktail and creative worlds, and “Drinks” is the culmination of our 30 years of bringing collaborations to life, while showcasing the drinks that made the brand a back bar staple.”
Known for her distinctly bold and playful adaptations of fashion and beauty photography, Ellen von Unwerth captures Kate Beckinsale and Zooey Deschanel’s characters as they are immersed in different cocktail worlds. The drinks profiled include the iconic cocktails that made the brand famous, including ABSOLUT Bloody, ABSOLUT Cosmo, ABSOLUT Twist and ABSOLUT Crush, as well as a new recipe to be revealed in the coming months.
• There are many versions of the Bloody Mary legend with all of them involving calling Mary’s ghost while chanting into a mirror. In the ABSOLUT Bloody ad, Beckinsale brings the character to life as a stylish and mischievous temptress – one who won’t be contained.
• In the ABSOLUT Cosmo ad, Deschanel adds a science-fiction flair to the traditional ABSOLUT® CITRON cocktail in a retro-hip yet modern lounge as she plays the role of a “cosmo”-naut.
• Beckinsale channels the 1980s as she is inspired by the lime garnish that can work in many lightly-mixed drinks in the ABSOLUT Tonic Twist ad. A second look at the ad reveals details that the swirls initially hide and the turn table and records give a musical theme to the ambience.
• In the ABSOLUT Crush ad, Beckinsale is larger than life, walking through a Miami-like city, home of sunshine and oranges. “Crush” is another way of saying “squeeze,” for fresh-squeezed juice.
“Our goal with ABSOLUT ‘Drinks’ was to bring a new generation of creative collaborators together to interpret, with us, ABSOLUT inspired cocktails in a highly visualized experience. What developed was a bold look and feel that we hope will inspire a new generation of vodka drinkers, who are of legal drinking age, to embrace the brand,” said Mark Figliulo, Chief Creative Officer, TBWA\Chiat\Day, New York.
Created by TBWA\Chiat\Day, New York, the U.S. print advertising campaign will break during the week of November 30, and will run in Maxim, GQ, Details, Esquire, Sports Illustrated, Rolling Stone, Cosmopolitan, Nylon, People StyleWatch, Interview, The Fader, Blackbook, Flaunt, Antenna plus more, including several local publications in key markets.
ABSOLUT Drinks Cocktail Recipes:
1 ½ parts ABSOLUT Vodka
3 parts tomato juice
½ part lemon juice
2 dashes hot sauce
2 dashes Worcestershire sauce
½ tsp horseradish
1 pinch salt
1 pinch pepper
Mix in a tall glass with ice. Garnish with a celery stalk.
1 ½ parts ABSOLUT CITRON
1 part cranberry juice
¾ part Hiram Walker® Triple Sec
¼ part fresh limejuice
Mix ingredients in a cocktail shaker with ice. Strain into a cocktail glass. Garnish with an orange peel.
ABSOLUT TONIC TWIST
1 parts ABSOLUT Vodka
3 parts tonic water
Mix in a tall glass with ice. Garnish with a fresh lime twist.
1 ½ parts ABSOLUT MANDRIN®
3 parts fresh squeezed orange juice
1 part Hiram Walker® Triple Sec
Mix in a cocktail glass with ice. Garnish with an orange slice.