BBH is making its global debut for Absolut with a film called ‘Equal Love’ hymning the brand’s commitment to the LGBT community, adland’s issue of the day perhaps (well one of them) but one’s heart still sinks a little.
Apparently LO Smith who founded Absolut was an early advocate of equality.
Global brand director Gaia Gilardini says: “A pioneer for human rights in his time, LO Smith rooted his passion for progression deep in the brand and over 135 years later, freedom of expression, progress and openness are at the core of everything we do. ‘Equal Love’ continues this legacy by showcasing the kiss as a universal symbol for acceptance and love.”
No pressure there then. Here we go.
But BBH pulls it off, with the considerable help of Somesuch director Aoife McArdie.
Brave and bold; could be from the great days of BBH, right down to the music.
MAA creative scale: 9.