Absolut book: the Absolut Vodka advertising story

Front Cover
Journey Editions, Oct 15, 1996 - Business & Economics - 274 pages
3 Reviews
The Absolut Vodka advertising campaign has been running nonstop for fifteen years, which, in advertising, is practically forever. Industry insiders hail it as one of the most successful campaigns in the history of advertising, and the star of the ads is always the beautiful, artful, chameleon-like bottle from Sweden. The Absolut ads are celebrated as much for their ingenuity as their longevity. They are full of wit, artistry, and imagination as they deftly communicate the brand's values, often containing little challenges to the reader to interpret just what's happening inside the ad. In this book, Richard Lewis of TBWA Chiat/Day, Absolut's advertising agency from the beginning, shares an intriguing, behind-the-scenes account of the birth and growth of this heralded campaign, its personalities and creators, and the paths they've taken to keep it perpetually fresh. Yet, it's a campaign built on more than marketing magic: Absolut Vodka is a superb product with a humble background. Produced in the tiny, picturesque town of Ahus, Sweden, Absolut came to America a complete unknown. In the early efforts to establish the brand's identity, the creators realized the now-famous two-word headlines would showcase the "absolute" quality of the brand, but Absolut would also be unpretentious, and not take itself - or the world - too seriously. Now, many years, and hundreds of awards later, the image of the Absolut bottle is embedded in our collective consciousness.

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LibraryThing Review

User Review  - ChrisWeir - LibraryThing

Fun coffee table book about the history of the Absolut ads in the US. Lots of full color pages of the ads as they would have appeared initially. Also has a blurb about each of the ads and how they ... Read full review

LibraryThing Review

User Review  - AnnThatcher - LibraryThing

Who really wants to know the history of an ad campaign? Everyone who has anything -- they want seen. And who better to learn from - Absolute with their history of extraordinary popularity of the ads. Art? Yes! Absolutely Freak-n fabulous fascinating ads turned into master peices. Read full review



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About the author (1996)

Richard Lewis entered the advertising profession in 1978. Since 1987 he has been in charge of the Absolut Vodka advertising account at TBWA/Chiat/Day, overseeing the brands' ever-changing campaign. He lives in Dobbs Ferry, NY with his wife and three children.

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