Archive for November, 2007

Brand Tribute | Absolut Vodka

Published at November 29, 2007 in Brand Tribute. 0 Comments

013 Brand Tribute | Absolut Vodka

013-01 Brand Tribute | Absolut Vodka


It was advertising’s most legendary saga. Or maybe it wasn’t but we love hyperbolism. 25 years of advertising greatness (1981-2006) braced by thousands of ideas revolving around the same enduring, biblical concept : an iconic bottle + a two-words punchline = limitless possibilities - or at least enough to fill in two amazingly insightful retrospective books: Absolut Book and Absolut Sequel and amazingly well documented here.

It ended with quite a dramatic death, being replaced in January 2006 by “The Absolut Vodka“ campaign, likening the vodka to Marilyn Monroe, Steve McQueen, the Statue of Liberty or the rock club CBGB, but falling surprisingly flat and devoid of the fine irony and elegance of thinking that made its legend legendary.

Launched this year, the new new campaign from TBWA\Chiat\Day, New New York tries to retie with the brand’s heyday creative frenzy by introducing the very maleable “Absolut World“ concept, asking what if everything in the world was approached in an Absolut way of thinking.

013-02 Brand Tribute | Absolut Vodka

Let’s hope this juicy strategic playground will be large enough to spark that dialog for the 25 coming years.

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Absolut – Swim

Absolut – Protest

Absolut – Cab

Absolut – Moon

Brand Tribute | Ikea

Published at November 14, 2007 in Brand Tribute. 2 Comments

012 Brand Tribute | Ikea

012-01 Brand Tribute | Ikea


Advertising is at its smartest when it’s audacious enough not to be condescendant towards its target. When it tickles the splinters we have in our guilty souls in order to alter our behavior.

Ikea will die the day it fails at convincing shoppers to discard their ageing furniture and replace it with brand new Swedish products. The entire business model of Ikea is built to fight reluctancy to change.

By personifying furniture and giving them a life of their own (This is Living?) in some of their recent commercials, the grey eminences behind the Ikea brand (be they Crispin Porter + Bogusky or CLM BBDO, etc.) tackled our irrational attachment to furniture.

Ikea’s marketing and in-store tactics have been praised enough for their visionary take on consumer experience. It does come with no surprise that the very nature of Ikea advertising is wrapped in witty originality and humorous look on simple-but-clever truths (furnitures are a cure for our sinful love of chaos). For a brand of the many, this combinaison is rare enough to be praised.

From relationship to “relationshop”; the history of Ikea features in moving images below.

Ikea – Lamp

Ikea – Moo Cow

Ikea – Fright

Ikea – Love Story

Ikea – Le Canapé (The Sofa)
Tagline: “Furniture doesn’t die. It just needs to be changed. R#act.”

Ikea – L’Armoire (The Wardrobe)
Tagline: “Furniture doesn’t die. It just needs to be changed. R#act.”

Ikea – La Table en Formica (The Table)
Tagline: “Furniture doesn’t die. It just needs to be changed. R#act.”

Ikea – Home

Ikea – Girlfriend

Ikea – Spaghetti

Ikea – Little Cars

Ikea – Under the Mess

Ikea – Time to Leave Home?

Ikea – Potatoes

Ikea – Winter Sale

Ikea – Unlimited

Hall of Pawns | Joseph Kosinski

Published at November 7, 2007 in Uncategorized. 0 Comments

011 Hall of Pawns | Joseph Kosinski


You’ve already seen his work. His overly futuristic visions of sleek, mutated, hybrid tomorrows. Sometimes flirting with airy, synchronized elegance; sometimes saturated with nihilistic desolation and despair. His propensity for toned down colour palettes and cold textures. His liking for daring, David Fincher-ish, CG-enhanced, perfectly controlled camera movements. His eternal discretion.

Joseph Kosinski belongs to those few undoubtedly talented advertising pawns whose predictable – and imminent - blossoming as a long-feature director will inevitably draw many curious to investigate his previous works, and raise them as precious trophies.

Which is exactly what we did a few clusters of pixels below.

Gears of War - Mad World

Halo 3 – Starry Night

Saab - Blackbird

Hummer - Game On

Mezzo - Race

Nike – Les Jumelles (The Twins)

Nike – Eye(D)

iPod – iSPEC (The Shining)