Absolutely not fabulous

After 25 years and more than 1500 print ads, Absolut enters the TV era. They have a great reputation to live up to, why those Absolut ads even spawned websites dedicated to them, like absoluteads.com and absolutead.com to name but two. Absolut are finally changing their print strategy as well - and if you ask me it's not a moment too soon that campaign ran past tired into desperate already five years ago. It had been mismanaged for years, with absolut cities and absolut art instead of absolut puns and was absolutely predictable - so I was exited to hear about this change.

Super adgrunts click to see ad.

So what changed, really? Well, for one we're back to puns, Marilyn Monroe is the Absolut morale booster, Steve McQueen is the Absolute Man, a clip from Office Space is The Absolute Worst Case of the Mondays, and the Statue of Liberty is "The Absolute Welcome." Predictable punnage, not at all far from where they left off in the earlier print and it would have been great back in 1994. The advertising world has changed a lot since 1981, and sadly Absolut hasn't kept up.