Absolut packs quite a lot into its epic new 60-second commercial from BBH London, the kickoff to a global campaign. In fact, it includes pretty much everything going back to the Big Bang, oh, about 14 billion years ago.
The spot, directed by Mexican cinematographer Emmanuel Lubezki (who won three straight Oscars for cinematography between 2013 and 2015, for Gravity, Birdman and The Revenant), opens in black space, except for a pulsating white dot, primed to explode and set the universe—and everything it would encompass—in motion.
Visually, it’s fantastic. Conceptually, it’s the kind of approach that means both everything and nothing, the ultimate bird’s-eye brand positioning. But if life, the universe and everything isn’t a very ownable concept, Absolut does infuse it with a point of view that ties strongly back to the brand—the idea of equality and inclusion as central to human advancement. In other words, not just progress but progressiveness.
Read more at Ad Week: http://www.adweek.com/brand-marketing/absoluts-epic-new-ad-whizzes-through-time-and-space-from-the-big-bang-to-now/