BBH on Their New Ad for Absolut, 'Equal Love'

Ian Heartfield, deputy ECD at BBH

What was the brief from Absolut?

The brief was simple - tell people what the brand stands for. Make it meaningful and connect emotionally with a new generation.

Our approach was to bring to life the core beliefs that were built into the Absolut business in 1879, which are as fresh today as they were then. We’re telling a new generation what Absolut stands for, by telling them what the brand has always believed in.

When Absolut first started supporting the LGBT community, it was a radical gesture. Now a lot of brands do it (i.e. recent campaigns from Magnum, Kodak, AirBnb). How do you make Absolut stand out?

It was important to us that this film felt joyful. Yes we are talking about a controversial subject, but the world is full of angst right now, the last thing it needs is a piece of work that takes itself too seriously. We want to make the world a better place simply by making a film that makes you feel better having watched it.

Absolut’s ‘bottle shape’ print ads [a classic example above] are some of the most iconic ever made. What was it like making one?

There is a sense of responsibility. When you're making work for such a creative brand, you want to do justice to the legacy. It just makes you try even harder than normal.

What were the biggest issues you encountered during filming?

Dry lips for the cast, and a bout of food poisoning for the director. In all seriousness, it was a joy to make for all involved, and I think you can feel this in the film itself.

What else can we expect from the campaign?

There is lots more amazing Absolut work coming. We really have only just begun. Watch this bottle shaped space!

Come back on Monday to see our guide to Absolut's iconic print ads.