Absolut: Be Kanye

World Wide Creative Director: Rob Smiley

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

July 2008


Crisp One's picture
Crisp One
2005 pencils


Blahg's picture
616 pencils

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
834 pencils

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
360 pencils

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

Blahg's picture
616 pencils

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
103 pencils

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
1449 pencils

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

Quite really.

desailly's picture
470 pencils

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
28 pencils

Noooo! why, Absolut!! why!!

iT-iS-i's picture
1721 pencils

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
504 pencils

Absolut Shite!

victorgc_a03's picture
6 pencils

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"

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