Absolut tries to reclaim trend-setting high ground with TBWA Chiat Day extravaganza

The vodka market seems to produce a new killer brand every five minutes (at ever more eye-watering prices) and Absolut, once king of the newbie brands, is looking a bit old hat these days.

So it’s blasting back with this online film from TBWA Chiat Day featuring a new single, ‘Greyhound,’ from Swedish ‘Ibiza’ band (yes, it’s a funny old world) Swedish House Mafia. The greyhounds are quite something.

Does it remind you a bit of Benson & Hedges; legendary ‘Iguana’ ad, directed for CDP by Hugh Hudson?

The Absolut writer was Sue Anderson and the art directors Hoj Jomehri and Jin Park. It was directed by Carl Erik Rins for RSA.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.