Absolut vodka is rolling out its first global marketing initiative under Pernod Ricard.
Absolut Hugs is a TV commercial in which transactions are paid for with an act of kindness rather than currency.
The commercial is part of the "In An Absolut World" campaign that “depicts scenes from a more vibrant world as envisioned by the brand”.
It was first shown to 19 million TV viewers in the US during the Grammy Awards presentation.
Matthias Aeppli, vice president marketing at The Absolut Company said: ”With Absolut Hugs we became the first-ever spirits brand to advertise at the Grammy Awards. Never before have we reached so many people in such a short time.
“The spot was very well received in the U.S., and we look forward to showing it to the rest of the world.
“It is a demonstration of our confidence that we are launching this global campaign at a time when our competitors are making major cutbacks on advertising. This is our first global campaign under our new ownership, and ”Hugs” shows that Pernod Ricard is determined to keep the brand’s long-term focus on creative marketing.”
All shot in Argentina, the spot takes the viewer to eight different countries, showing people all over the world hugging and kissing rather than exchanging money when “buying” groceries and movie tickets or “paying” for bus and taxi rides. During three days of shooting, a cast of hundreds exchanged countless hugs in front of the cameras.
”Hugs” was directed by Michael Haussman, who previously has directed videos for Britney Spears, Kanye West and Madonna. To view the ad and the behind the scenes film, visit http://www.youtube.com/user/ABSOLUTworld