Be Kanye

Agency Network: 
July 2008

World Wide Creative Director: Rob Smiley

Film advertisment created by TBWA, United States for Absolut, within the category: Alcoholic Drinks.

Advertising Agency: TBWA\Chiat\Day, New York, USA
ACDs: Chris Lisick,Lew Willig
Producer: Winslow Dennis
Production Company: Smith & Jones Films
Director: Ulf Johansson
Executive Producer: Philippa Smith
Producer: Nicola Sims
Director of Photography: Andrezej Sekula
Editorial: Mackenzie Cutler
Editor: Gavin Cutler
Producer: Melissa Miller
Assistant Editor: Erik Laroi
Sound Designer: Sam Shaffer
EFX Company: Mass Market
Producer: Eve Strickman
Lead Flame Artist: Nick Tanner
Color Correction: Company 3 - NY
Colorist: Tim Masik
Sound: Sound Lounge
Mixer: Philip Loeb

Comments (12)

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Crisp One's picture
Crisp One
Activity Score 2005


Blahg's picture
Activity Score 616

Normally celebrity endorsements are a waste of money in terms of ROI. I think it is especially true if the celebrity you're associating your brand with has a reputation for being a pompous, egotistical dick who the majority of vodka customers would argue, makes mediocre club music.

Outside of a very specific audience, they wouldn't even recognize this guys face - meaning that you've just paid a lot of money to make a commercial where it appears ugly looking white males are taking drugs to become black men.

Absolute has done better work than this. This looks like their best people were on vacation and a bunch of Kanye West fanbois snuck a green light past a client.

ChuckNorris's picture
Activity Score 834

Kanye is a pretty famous man and a symbol of "cool".

People copy his style all the time. (just check some fashion blogs to see what I'm talking about)

So I guess this spot is fun for the target.

elnietodeNicho's picture
Activity Score 361

what? in your small world people drink absolute and your fashion icon is rod stewart, right?

Blahg's picture
Activity Score 616

Actually in my "small world" we recognize that creating an ad featuring an unpopular spokesperson that employs stereotypes about black women is some of the worst work on this campaign. Absolut is an internationally presented brand that has done far better work. What the hell does Rod Stewart have to do with this?

gonzohj's picture
Activity Score 103

Absolut low.

I cant' believe it. Someone give me back my high esteem regarding Absolut ads.
What have you done TBWA?

We are all ignorants, but we don't all ignore the same things...

"We are all ignorants, but we don't all ignore the same things..."

Prof's picture
Activity Score 1449

Doesnt the music kinda remind you of "Ramstein - Du riechst so gut" ?

Quite really.

desailly's picture
Activity Score 470

On the one hand, I don't really have a problem with Kanye West or his music.

On the other, I never thought I'd see Absolut trying this hard and failing so miserably.

Note to the dozens of people credited above: the harder you seem to be trying, the sadder you make yourself look. I hope this ad cost a fucking fortune. The term "white elephant" doesn't get enough of a run-out these days.

cherrydarling's picture
Activity Score 28

Noooo! why, Absolut!! why!!

iT-iS-i's picture
Activity Score 1721

Does anyone know what the sound track playing in the background is? Don't ask why, it just speaks to me on so many levels.

Add insult to injury then burn the candle at both ends.

:: Put your ears against the ground so i can walk over what you heard::

mikepants2005's picture
Activity Score 504

Absolut Shite!

victorgc_a03's picture
Activity Score 6

These camaping was created for the US, where Kanye West its a kinf of cultural icon for the young people.

Target market...
Not a international campaing...
In Spanish: "A la tierra que fueras, haz lo que vieras"