Absolut: No label

Advertising Agency: TBWA/MAP, Paris, France
Creative Directors: Manoëlle Van der Vaeren, Sébastien Vacherot
Art Director: Nicolas Boyer
Copywriter: Marc Platet
Photographer: Grégoire Alexandre
Art Buyer: Vanessa Barbel

September 2009


Jaap Grolleman's picture
Jaap Grolleman
6992 pencils

The French copy means:
Purity doesn't need a label

I think ABSOLUT NO LABEL is very awkward though but I suppose it's better in French. The way I see it here doesn't make much sense (specially the background).

Janae's picture
385 pencils

thank you for the translation. my french is a bit rusty these days. ;)
even if the claim not that perfect, i like the wordplay with the name
of the labels.

Hiperion's picture
3138 pencils

renewed or die, guys...

JeffP's picture
810 pencils

Etiquette also means behaviour in French as in 'code of polite behaviour'. Can't see they played on that sense.

Asynchrone's picture
318 pencils

Very stylish.

Djenzie's picture
163 pencils

nice artwork, but i don't get the idea...

sloppy4's picture
1494 pencils

it doens't really work, as the shape of the absolut bottle is the label.

Guest's picture

The translation is more like: "Purity doesn't need an introduction." Has to do with the way "etiquette" is used here.

The art direction is cool but I don't really find anything astounding here. Absolut has always had great ads but that hasn't translated to sales in recent years (sales have been declining). They stick to the same formula but I say WHY. Branding is half the battle.

manumartin5's picture
1196 pencils

STylish creative ad. Very neat. Classy

jack witrocks's picture
jack witrocks
5 pencils

stop the absolut madness
is it gonna be here for another 100years

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