The most famous Swedish vodka and the philosophy of purity
Absolut Vodka has been creating clever and sophisticated advertisements for decades, but the 2018 A vodka, aminek nincs mit rejtegetnie advertisement film took it to the next level: it literally knocked out the competition.
Until now, my alcohol purchasing preferences were mostly influenced by price, brand, or perhaps taste, but I least considered how it is made or exactly what goes into the bottle. In contrast, Absolut deemed it important to show its consumers how transparently one of the world's highest quality vodkas is made. They really didn't hide anything!
What is the best Swedish recipe to prove that a company has nothing to hide? Let's ask our employees to explain in front of the camera how the product is made... oh, and of course, completely naked.
How is good vodka made?
At the beginning of the advertisement film, we are presented with a bird's-eye view of the Absolut Vodka distillery, then we arrive at our film guide, Gunnar, through a wonderful wheat field. Of course, it's a bit strange that Gunnar is half-naked, but summer can be very warm in Åhus, Sweden.
„We do things a little differently here.”
says Gunnar in the introduction, and emphasizing his words, he walks out from behind a bale without clothes. We learn that they only use local wheat for making the vodka, and they even know the producers by name. The workers in the distillery are all locals as well, although we could have figured that out ourselves since, like our guide, everyone is naked.
The great thing is that there is nothing objectionable or immoral about the sight of so many naked people. The honesty of the participants is appealing, from whom we learn how hard they work to ensure that we, the consumers, receive the best product. There are few advertisements that successfully use nudity to attract attention without being self-serving or sexist, but this advertisement is one of those few. There is something humorously ironic about how the naked employees build and „dress” the brand.
Absolut cleverly communicates its brand philosophy, in which environmental protection and sustainability play just as important a role as transparency and appreciation for employees.
And speaking of appreciation: how many companies do you know for which their employees would go to such lengths? And if they believe so much in Absolut, can we have any doubts about the excellence of the product?
Is it a topic of interest today?
I recommend to you:
The vodka that has nothing to hide
