[image from ibelieveinadv]
while i really like this new campaign from absolut, it seems very similar to the “if smirnoff made…” approach from a few years ago (which in itself seemed dangerously close to carlsberg’s campaign).
and it just doesn’t deliver the same connection as absolut’s previous iconic campaigns.
while clients and agencies get tired of long-running campaigns, everyday people take much longer to reach the same level of fatigue.
the iconic absolut campaign was (and still is) a favourite for consumer tributes.
with the popularity of ugc it feels like there is more differentiation left in the old approach.