Absolut Vodka has launched a new campaign called, “It’s In Our Spirit.” The new advertisement from the Pernod Ricard-owned brand features American actress and social activist Tess Thompson, British recording artist MNEK, American pro gamer Ricki Ortiz, and Taiwanese singer-songwriter Jolin Tsai as they escape the virtual world to enjoy a moment of togetherness in real life.
The Absolut It’s In Our Spirit campaign targets consumers of legal drinking age and Generation Z. It made its debut in the United Kingdom earlier this month with a TV commercial designed by advertising firm BBH Singapore. The campaign is set to launch globally in key markets and looks to the future where we can interact safely once again.
The two-minute short film at the heart of the Vodka campaign looks to illustrate the challenges and changes we’ve all come to live with in the current highly virtual world and looks forward to a future when we’re all able to come together again in real lige. The ad culminates in the final line, “Can’t wait for together #IRL.”
“We are a social brand by essence. We are in the business of bringing people together,” said Charl Bassil, Absolut marketing vice president.“We believe that the most amazing things happen when you meet in real life. Our lives are very much enhanced when we meet people from different horizons and these moments create better understanding, inclusion and collaborations. Absolut would not be the brand it is today without the very diverse people it collaborated with over the years.”
“New research commissioned by Absolut reveals that 70% of Gen Z are craving real life moments and despite being the most technologically connected, they are the loneliest generation ever,” said Marnie Corrigan, brand director at Pernod Ricard UK. “Our new high-impact campaign will inspire consumers to look forward to being together again and celebrate the great things that can happen when we come together in real life.”