Swedish vodka brand Absolut has teamed up with electro-house band Swedish House Mafia to deliver a thrilling, futuristic tv spot for its newest mixed-drink, Absolut Greyhound . Made just for Absolut , the band’s intense rhythmic house track, “Greyhound” is available now on iTunes .
“We’re adding music to mixology, and making hit tracks to go with our hit cocktails,” says Jonas Tåhlin , Vice President Global Marketing at The Absolut Company . “We always expect our consumers to remember the taste of a perfect cocktail. Now they are going to remember what it sounds like.”
Created by TBWA/Chiat/Day and directed by Carl Erik Rinsch ( The Gift ), the commercial—set as a desert masquerade ball—is quite the brilliant visual journey that keeps you watching to the very end.
Swedish House Mafia ‘s three DJs Axwell , Steve Angello , and Sebastian Ingrosso engage in a little friendly competition—racing as three robotic greyhounds. Actually, I’m surprised PETA hasn’t loaded up the complaint wagon on this. Anyhoo…
Meanwhile, high-fashion spectators eagerly await the victor and sip the one-part vodka, three-parts grapefruit beverage. When one DJ/dog (in yellow) trips up his the others with some special effects, it causes the DJ/dog in blue to fall and tumble but he regains his footing and all three finish strong.
Absolut has also commissioned Swedish electro-soul group Little Dragon and British alternative pop artist Dan Black to pen Absolut cocktail-inspired tracks over the coming months, so we’re excited to see and hear what’s coming next! Enjoy the full-length Absolut Greyhound commercial/music video below.
Watch
Watch the ‘Absolut Greyhound’ Commercial [FULL VERSION]
Credits
- Agency: TBWA/Chiat/Day
- CCO: Mark Figliulo
- Client: Absolut
- Global Creative Director: Sue Anderson
- Creative Director: Hoj Jomehri
- Art Director: Hoj Jomehri; Jin Park
- Writer: Sue Anderson
- Head Of Production: Robert Valdes
- Senior Producer: Jennifer McKenzie
- Producer: Nalina Baratz
- Prod. Co.: RSA
- Director: Carl Erik Rinsch
- Exec. Producer: Marjie Abrahams
- Line Producer: Betsy Blakemore
- DOP: Claudio Miranda
- Production Design: Paul Martin
- 1st Assistant Director: Michael Salven
- Editorial: Lost Planet
- Editor: Bruce Herrman
- Exec. Producer: Krystn Wagenberg
- Assistant Editor: Eli Beck-Gifford
- Assistant Editor: Jacks Genaga
- Assistant Editor: Al Lacorazza
- Producer: Marcia Wigley
- EFX: Home Studio
- Telecine: CO3
- Audio Mix: Heard City; Philip Loeb
- Sound Design: Richard Devine
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