The purpose of this blog is to discuss the world of Branded Entertainment. It will focus on various cases across several different media.
Tuesday, March 15, 2011
Absolut Advertising
For many years Absolut Vodka has been known for their striking print ads that catch the readers attention and always make a statement. But in 2008 Absolut Vodka decided to create a humorous video to put on their website. Absolut commissioned well-known comedians Zach Galafianakis, Tim Heidecker, and Eric Wareheim to create a series of three short viral videos that would be posted on the Absolut webpage. The actors were told they could do anything they wanted in the films as long as they mentioned the product. The result, three videos containing almost no storyline, several hideous wigs, and an abundance of jokes that reference not only the Absult Vodka itself, but also the fact that they are creating this video to endorse Absolut. Throughout the series you see the three men throwing the Absolut bottle on the beach like a football, slathering their bodies in Absolut, drinking vodka out of giant martini glasses, and arguing over the correct way to feature the product. At the end of each video, there is a tagline saying, "In an Absolut world friends would get together more often." At the end of the final episode, Galafianakis leaves it with, "This product is wonderful, I have enjoyed drinking it immensely while working on these ads." Although these videos lack any building anticipation or a basic storyline for that matter, Absolut knew that by commissioning these actors they could ensure widespread exposure due to the number of fans the three comedians have.
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