Eye: Absolut's Big Bang Ad, Copper NYFW Caddy Cab & Water For People Philanthropy

'Epic' is an overused word in modern vocabs, but Absolut's new commercial from BBH London delivers an epic, about 14 billion years of Earth and humanity history lesson in 60-seconds flat. AdWeek writes:

Mexican cinematographer Emmanuel Lubezki (who won three straight Oscars for cinematography between 2013 and 2015, for Gravity, Birdman and The Revenant), directed the spot, which opens in black space, except for a pulsating white dot, primed to explode and set the universe—and everything it would encompass—in motion.

“It all started one night,” says a woman’s voiceover at the outset. “A night that felt like it had been night for eternity. When, right out of the darkness, BOOM! An idea. The mother of all ideas.”

The visually stunning, conceptually sophisticated brand statement is focused on human advancement and progressive values that touch on race, sexism and LGBT rights. Consider that the loudest opponents against progressive values are the most religious conservatives on the planet. 

Even the Vatican embraces evolution, but large numbers of religious conservatives in America and around the world embrace creationism, and the belief that the earth is about 10,000 years old. And the idea that humans evolved from apes and migrated out of Africa (thereby giving us all African DNA) is absolute heresy. 

“Great ideas happen when people get together, more often than not the best of these ideas occur at night,” Ian Heartfield, executive creative director at BBH London, said about the campaign. “This film is a celebration of the greatest idea that came from a night—the creation of life itself. It is the perfect launch for ‘Create A Better Tomorrow, Tonight,’ Absolut’s celebratory call to arms.”

As always with Absolut, the campaign celebrates creativity and champions progressive progress. In addition to the 'One Night' spot, the campaign launches with five artists (Mickalene Thomas, Toilet Paper Magazine, Olivia Steele, Stevie Gee and RUDE) working on global out-of-home and print ads that bring to life their personal vision for a better future. 

It will also extend to social, with content by photographer Catherine Losing, musician Nakury, illustrator David Luepschen, graphic designers Chrissie Abbott and Tracey Ma and street artists Bambi and Hansky to be showcased across Absolut’s social channels.

Another Absolut Commercial released this year include the July launch of Absolut | Equal Love by Bartle Bogle Hegarty, Absolut's lead London-office global agency in a celebration of LGBTQ rights. 

Absolut | Equal Love

The new film, "Equal Love", directed by Aoife McArdle, features gritty night individuals – men and women, young and old, and all skin colors, lifestyles and beliefs – taking part in a choreographed kissathon. The passionate commercial is soundtracked by the 1961 song 'There’s No Other' (Like My Baby) by The Crystals.

"We wanted to bring to life one of our core values and beliefs, which is that everyone should be free to love who they choose," Gaia Gilardini, global comms director at Absolut said about the kissathon. With a  name like Gaia, no wonder Gilardini dove into the cosmos in 'One Night'. 

"It uses a kiss as a metaphor for this expression of acceptance," she continues. But it’s a broader idea of acceptance – it’s not just tied to sexuality. Freedom to love who you choose goes further than just sexual preference." The throwback quality of the music in the spot reinforces the reality that Absolut is a brand with a decades long heritage of celebrating gay rights and the values of loving who we choose without the interference of government and religion. 

Absolut Elyx's New York Copper Caddy Cab At NYFW

This brilliant copper beauty moved through New York's Fashion Week, promoting Absolut and transporting A-list celebs and fashionistas around town. 

It's a 1949 Cadillac Fleetwood 75, done up as a special promo vehicle for Absolut Elyx, the premium vodka made in vintage copper stills.

In addition to the exterior finish, the interior features a pineapple wallpaper motif, a copper disco ball, Polaroid camera, and an “eclectic mix of vintage pieces fusing classic New York glam with a modern-day concept.” The chauffeur wears a custom copper sequin blazer, wrote Car Scoops. 

The Absolut Elyx copper cab kicked-off on Saturday, September 9th chauffeuring top influencers including Andrea Pion [@asliceopi], Natalie Suarez[@NatalieOffDuty], Dylana Suarez [@Dylanasuarez], Tessa Barton[@tezzamb], Erica Choi [@eggcanvas] and more.  MILK Studios Editorial Director Mathias Rosenzweig conducted live interviews as they transported fashion notables to and from shows at Skylight Clarkson Sq. Celebrities have also been spotted riding in the customized copper cab to fashion shows including Alice + Olivia, Self Portrait, Jill Stuart, Alexander Wang, Phillip Plein and more.  The wheels popped up at Bono's EDUN Collection Store Opening and concluded its beautiful people Absolut Elyx tour on September 13th.

Why copper? Every drop of Elyx is distilled in a vintage copper still, one playing a unique role in the distillation process. It's only natural that the copper still has inspired a lifestyle collection for Elyx. Every bottle of Absolut Elyx is made using soft winter wheat harvested at a single estate in Åhus, Sweden.

"Absolut Elyx has become so much more than just a spirit," says Jonas Tahlin, CEO and founder of Absolut Elyx. "As a brand, Elyx truly embodies true luxury and will continue to span across fashion and lifestyle markets."

Consumers with copper lust are directed to the unique Elyx Boutique to purchase unique copper pieces including a pineapple gift set, barware, martini kits, copper cups and a variety of fashion and home décor items.  

Every bottle of Absolut Elyx is made using soft winter wheat harvested at a single estate in Åhus, Sweden. Absolut Elyx has joined forces with Water For People to drive awareness and support for long-term solutions to the global water crisis. Through their partnership, every bottle of Elyx sold in the USA and every purchase from the Elyx Boutique will provide one week of safe water to those in need. Since the launch of the partnership in September 2015 Elyx has provided access to safe water to over 30,000 people.Discover more about Elyx at www.absolutelyx.com.