In An Absolut World, Currency will be replaced with acts of kindness is the message in the Absolut Vodka commercial "Hugs," the ad features a classic soundtrack by beloved jazz artist Louis Armstrong. The Absolut Hugs ad was created by TBWA\Chiat\Day, New York. An exert from their press release: the “Hugs” ad is an exercise in restrained buoyancy, presenting a softly-lit parallel universe where affection is coin of the realm, a kiss on the cheek the sanctioned currency. Scored with the Louis Armstrong standard, “A Kiss to Build a Dream On,” it ends with the “In an Absolut world” tag and an understated product shot.
The “Hugs” spot, built as the TV extension of a brand campaign that launched in spring 2007, aired after 10 p.m. Sunday in New York, Los Angeles, Chicago, Boston and 10 other top-20 markets, an ambitious local buy reaching 31 percent of all U.S. TV households.
This week, the ad will be seen in seven local markets, with the particulars of each buy determined by individual stations. If all goes according to plan, Absolut will piece together a second TV buy in the latter half of the year.
The “Hugs” spot, built as the TV extension of a brand campaign that launched in spring 2007, aired after 10 p.m. Sunday in New York, Los Angeles, Chicago, Boston and 10 other top-20 markets, an ambitious local buy reaching 31 percent of all U.S. TV households.
This week, the ad will be seen in seven local markets, with the particulars of each buy determined by individual stations. If all goes according to plan, Absolut will piece together a second TV buy in the latter half of the year.