I absolutely adore when an ad house collaborates with multiple streams to create something so unique it *begs* to be noticed.
In this case, creative titans Sid Lee collaborated with Absolut Vodka and ‘It Girl’ group Icona Pop for a fusion cocktail of premium Absolut Vodka and a Sauvignon Blanc from New Zealand called Absolut Tune. The sparkly new concoction; which tastes a little like champagne with a dash of vodka, is obvs not champagne at all–but it looks absolutely yummylicious!
The packaging and ornate glass bottle have a polish and sophistication that will be a huge hit with party-goers and house warming gifters alike, especially over thanksgiving weekend and X-mas. Again, the allure here is that for $31.95, it looks like a champagne bottle with an authentic wire cork, and you’ll probably want to save the bottle itself as a
keepsake place to keep your spare change.
But I digress. I’m not here to ‘flog poetic’ about the product (unless I’m getting PAID—which I’m not)
The real genius here is in the marketing campaign!
The viral video which focuses on a modern New York House Ball is loosely based on the iconic documentary Paris is Burning–a chronicle of the 80’s Harlem drag and house ball scene that came out in 1990. It was in this film that the audience was introduced to a profusion of terminology like ‘Realness,’ ‘Giving Face,’ Reading and a highly stylized dance called Voguing.
The fact that the “All Night” video is a narrative of the house ball scene, a music video and very subtle advertorial in one is where the magic lies. I also thoroughly enjoyed seeing José Gutiérrez known as Father Jose (AKA Father Xtravaganza) featured prominently in this video.
Gutiérrez is a famed choreographer and a stalwart of the house ball scene, who at a young age had a brief cameo in Paris is Burning.
Gutiérrez also gained international acclaim when Madonna hand-picked him to be a principal dancer on her Blond Ambition tour and featured him in her video for “Vogue“.
To sum up; this is one of the best ads I’ve seen in recent memory. It’s authenticity and attention to detail makes the branding potential for Absolute Tune limitless, with ‘house party’ events already being planned with the likes of DJ’s Samantha Ronson and Solange Knowles in New York and LA.
Look out for Absolute Tune this fall.
I’ll drink to that!
xoxo The Pop Culture Rainman™