Absolut slips up on its search for a “better tomorrow”

BBH made its debut for Pernod Ricard’s Absolut in July with ‘Equal Love,’ riding the LGBT wave that dominated the early summer. Absolut apparently has a history of supporting such causes.

Now they’re back with ‘One Night,’ a skip through the ages from creation via Elvis Presley and protest (careful Absolut, remember Pepsi). It invites us to “create a better tomorrow tonight,” fuelled by Absolut of course – although nobody drinks any.

Sometimes these quick-cutting montages help to make a point. Just as often they seem intended to conceal the fact there isn’t one.

And this ad is completely pointless.

MAA creative scale: 1.

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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.