Absolut: No label

Advertising Agency: Family Business, Stockholm, Sweden
Creative Director: John Lagerqvist
Designers: John Lagerqvist
Art Directors: Miki Grujovic, Christian Styffe, Fredrik Lindquist
Copywriter: Tove Norström
Photographer: Christoffer Edling

June 2009


WeirdDog's picture
209 pencils

I'm not sure but I think that I see a label in the lower part of the bottle.
Maybe it is an illusion. Maybe this is not an absolut world.

Guest's picture

Daaaaaaaaaaaaaaaaaaa those are legals!!! Amateur

alexander_bickov's picture
3279 pencils

Alcohol products, go to ... :)

Guest's picture

you're really pushing hard there alex. show us some work and maybe you'll get some...

bknowlden's picture
3647 pencils

you're really pushing hard there alex. show us some work and maybe you'll get some...

Adaddicted's picture
3435 pencils

ABSOLUT attempt!


jeann's picture
107 pencils

they could have consider improving the headline and shifting away from the bottle.
if you mean 'no label', you do it the no-label' style.

NomadDCLXVI's picture
443 pencils

somehow I see the label.


Dev Kumar's picture
Dev Kumar
834 pencils

Sometimes, we all want to be like the "Noble Savage" but only when we've had one drink too many. Forget about the absolute world, even in our last journey, when we'll be cold meat, we're going to be all labeled up. Sorry Tove, you seem to live in another world mate.

Guest's picture

In this world mr Kumar, we're all labeled in one way or another, this much is true. But the copy line is "In an ABSOLUT world there are no labels", meaning if everything was perfect, utopic, the way ABSOLUT would want them to be, there wouldn't be any labels.
Would be quite a cynical and unispiring ad if it read "In an ABSOLUT world we'll all be labeled sooner or later if we aren't already", wouldn't it?

AmOgodzzz's picture
826 pencils

Would it work better if they got rid of that translucent headline behind the bottle? And then instead of that little label at the bottom of the bottle that negates the entire idea, you could just have a small line of copy somewhere near the middle of the bottle. The product shot is fantastic and should not be cluttered with copy. And the idea is cool but you can't just contradict it with the label on the bottom of the bottle.

Guest's picture

Is there a meaning behind no label...?
really dun get it...

Guest's picture

In the real bottle you can remove the label (I think it says pull here in the rainbow), not sure why did they keep it in the ad.

patUDAY's picture
436 pencils

Absolute Cheers!

UDAYpatwardhan@+91 22 98206 54722

Log in or register to post comments