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In an ABSOLUT world LGBT equality is a given
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Vodka giants plan gay-specific advertising campaign
"Gay men and women have long felt connected to the artistic legacy of the brand"
Iconic Swedish vodka brand ABSOLUT has revealed plans to release a gay and lesbian-specific strand to its next major advertising campaign.
The campaign is called, "In An ABSOLUT World" and is based on the idea of a better future where society will embrace the same bold, carefree and optimistic outlook that ABSOLUT reckons it uses in its approach to creating vodka.
The gay strand of the campaign will begin with two print-ads, “Ruler” and “Stadium.” “Ruler” takes a comic look at the gay man’s obsession with size while “Stadium” features a same-sex marriage proposal at a sports event.
The advert does not seek controversy, it focuses more on the idea of a better world (An ABSOLUT world) where it is unremarkable to feature same-sex couples in mainstream, lifestyle driven ads, say the advertisers.
John Nash, President of the agency responsible for new ads, explained, “These two new visions bring a perspective to the 'In An ABSOLUT World' campaign that was inspired by a gay point of view, but can easily be appreciated by many people. Gay men and women have long felt connected to the artistic legacy of the brand and these new ads leverage that connection by making the brand relevant in a smart, personal way for gay men and lesbians today.”
ABSOLUT has always been a popular vodka in the gay and lesbian community and was one of the first major brands to place an ad in a gay magazine 27 years ago.
