I've been saying for some time that Absolute needs to move on. Yes, they had a great campaign. It was simple, smart and effective. But after 25 years and after 1,500 variations of the same idea, it was time to let the thought rest in peace. So here we have our first glimpse of the Absolute Makeover, done by TBWA/Chiat/Day in New York. The new campaign will also include TV, which is an Absolute first. Absolute is hoping the campaign will help them stand out again in a cluttered vodka market. I think it's going to make a big difference.
The new campaign not only gives the idea much more depth and room to play but it also has the ability to create a stronger connection with the target audience. For instance, one of the new ads shows a scene from Office Space with the text "The Absolute Case of the Mondays." The campaign is moving away from cute visual puns and attempting to actually make a statement about people, places and our society. I am all for the change, but it's too early to be absolutely sure how it will go over. You can see one of the TV spots here (search "ads")
Click here for a gallery of old Absolute ads
via USA Today