About this advert
In an Absolut World
For: Absolut Vodka
11 October, 2010,
This is an advert released recently over the summer as part of an Absolut Vodka campaign with the central slogan ‘in an Absolut world’, created by global agency and previous favourite of Absolut; TBWA. The campaign focuses on not the idea of vodka or even drinking alcohol, but on more of an idealistic world. This particular advert shows the image of a pregnant man with his wife holding a cocktail. The basis of the ad would seem to appeal to women who would appreciate the thought of a man being pregnant and not being able to drink during that period apart from themselves. The image would appeal to both women who have and haven’t been pregnant as it is an experience that all women know about and even those who haven’t undergone the experience still empathise with those who have. The stories of pregnancy are taught to both men and women from an early age, so it would appeal to women to see the idea of a man bearing the weight of giving birth and taking the majority of the strain as both a humour yet also quite an attractive possibility, therefore drawing them into the advert through both comedy and empathy. The target audience for this advert would range from the drinking age of 18 up to the middle aged woman, even those past child bearing stage who may have had children and would still find the humour in a man taking the strain of the pre and post stages of child birth. However, the target audience of the entire campaign ranges much further than just drawing on women who relate to pregnancy, and each poster picks a certain audience to appeal to, varying from politically aware audiences, showing a politician with a ‘pinochio’ style nose to a ‘green’ audience with a large factory emitting just bubbles. Each one picks an issue that would possibly only affect directly a niche market but would be known of by the majority of the people. This is a clever strategy because each issue will be known of by the public, but isn’t serious enough for the majority for it to be made into both a comedy element, with a slight meaningful message behind it. The colourful and unusual images of the adverts will capture and hold the public’s imaginations as they decipher the meaning behind the ad, and then will remember the slogan and brand of Absolut, which shows how the strategy of the advert is not to directly advertise the vodka but the brand. It definitely has similarities to existing alcohol adverts such as the ‘Carlsberg do something but if they did...’ adverts, which also draw on showing what people hope for in life, yet probably is unlikely for the majority. It is a clever idea to advertise alcohol, as its effects can emulate and contribute to people getting more out of life than is normal for them.
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