After 25 years of getting the chattering classes smashed on its reassuringly expensive, infuriatingly spelled vodka, Absolut has launched its first television campaign to introduce its raspberry flavour, Absolut Raspberri. The commercials extend Absolut's close association with art, enlisting four street artists to work with the traditional Absolut template of the bottle - in this case, oversized - with a halo background. From this starting point, the four artists set about transforming the bottle, using it as a canvas, with each one painting it in their distinctive style. A stills camera was used to capture the process every 30 seconds and the four 30-second ads cut between the different artists and their treatments. Three print executions have also been created, each featuring an artist's work. These will run across a number of press titles and have been adapted for poster use.
Client: Absolut Spirits Company
Agency: TBWA\Chiat\Day, New York
Art director: Lauren Harwell
Writer: Gail Barlow
Artists: David Ellis, Kenki Hirata, Maya Hayuk, Phil Frost
Director: David Ellis
Production company: Go Films, New York
American Academy of Dermatology - Publicis US
"Towels" is a new spot from Publicis New York for the American Academy of Dermatology. The commercial aims to promote safer sunbathing and warns of the attendant risks, particularly in increasing the number of cases of skin cancer. The ad begins with a bird's-eye view shot taken high above a beach, which is covered with sunbathers. As the camera moves in closer to the relative inaction, it becomes clear that the sunbathers are lying under their towels, safe from the harmful effects of the sun's rays. Then again, they could be corpses, laid out on a beach with towels as shrouds.
Client: American Academy of Dermatology
Agency: Publicis, New York
Art director: Alan Vladusic
Writer: Clay Weiner
Director: Christian Loubek
Production company: Anonymous, New York
Shanghai General Motors - Leo Burnett China
Shanghai General Motors has launched the Cadillac brand in China, positioning the car as the epitome of luxury with the tagline: "Dare to be first." Leo Burnett Shanghai's 60-second spot, titled "undetectable", features three Cadillacs charging across the car-industry standard backdrop of a dry lake bed, leaving a cloud of dust in their wake. A state-of-the-art jet fighter is sent to investigate the cause of the dust storm, but its beautiful female pilot fails to spot the cars. The commercial finishes with a voiceover that says: "Bold design; innovative technology; undetectably new." Production honours on the commercial were divided between two production companies - 8 Commercials in Sydney and Partizan Entertainment in Los Angeles, with 8 Commercials' Lance Kelleher handling directing duties.
Client: Shanghai General Motors
Agency: Leo Burnett, Shanghai
Creative director: Kenny Choo
Director: Lance Kelleher
Production companies: 8 Commercials, Sydney; Partizan Entertainment, Los
Coppertone - JWT Argentina
The warm weather may be a distant memory in these parts, but it's just around the corner in South America. With that in mind, JWT Argentina is anticipating the return of the sun with a campaign for Coppertone suntan lotion. Two translucent poster ads in airports focus on beach sports, football and volleyball, to show the sun-blocking properties of Coppertone. In each, a ball blocks out the sun, creating the effect of a solar eclipse. The ads were shot by the Uruguayan photographer Domino.
Agency: JWT, Buenos Aires
Art directors: Manuel Techera, Demian Najera
Writer: Enrique Codesido
Photographer: Domino, Uruguay