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Ogilvy Introduces You to the World of Absolut Cocktails in Brand's Biggest Campaign in Over a Decade

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Rami Malek narrates larger-than-life campaign directed by Rodrigo Saavedra

Ogilvy Introduces You to the World of Absolut Cocktails in Brand's Biggest Campaign in Over a Decade

This summer, Absolut is introducing its biggest global marketing campaign in over a decade, 'The World of Absolut Cocktails. Born to Mix'. created by Ogilvy. An ongoing campaign that will expand multi-year, The World of Absolut Cocktails is designed to inspire people who are open-minded, optimistic, and driven by curiosity of all ages 21+ and backgrounds to come together to mix ideas and, of course, drinks, respectfully and responsibly. 

The larger-than-life campaign, narrated by Academy Award winning actor Rami Malek, will introduce The World of Absolut Cocktails, a distinctively diverse world in which cocktails are personified through dynamic, engaging characteristics that align with different backgrounds, adult life stages and characteristics, all of which showcases the versatility of the #1 premium imported vodka in the US.  And while each cocktail in Absolut’s campaign stands out deliciously on its own, a night becomes better when mixing personalities together.

“Absolut is a brand that strives to bring people together and celebrate what makes each of us unique, and this campaign is a continuation of that,” said Rami Malek, actor and voice of Absolut’s campaign. “I’m very pleased to act as the voice of the ‘World of Absolut Cocktails’ and to further share and celebrate this intention.”

Joe Sciarrotta, deputy chief creative officer, worldwide, Ogilvy, said: “Absolut is a cultural icon with a rich legacy of breaking barriers and stereotypes. This inclusive and versatile nature of the brand gave birth to the idea. Every character in the film has a unique backstory that was taken from the characteristics of the cocktails they're portraying. Absolut reminds us when we all accept each other and come together, life becomes the ultimate cocktail party.”

“Absolut has always been a brand that believes in mixing people, ideas and drinks as a proponent for a world that is more open, free and fun. The World of Absolut Cocktails campaign embodies that legacy, ushering in a new creative territory for the brand that puts our most iconic and popular cocktails at the center of the campaign,” said Pam Forbus, SVP, Chief Marketing Officer, Pernod Ricard North America. “The cocktails take on a life of their own, each with a unique and surprising personification that epitomises our roots as a cultural mixer, inspiring people’s ideas and identities to ultimately create authentic connections.”

Absolut has an extensive history of delivering iconic, ground-breaking marketing and advertising campaigns that permeate popular culture. The World of Absolut Cocktails is the next evolution of the brand’s storied history of creating renowned campaigns that speak to a generation. 

Directed by Rodrigo Saavedra and created with creative agency Ogilvy, the campaign will kick off with the introduction of The Cosmopolitan, Espresso Martini, Bloody Mary, Lemonade and Madras on TV nationally; out-of-home advertising in Miami, New York City, San Francisco and Los Angeles; and online through digital films and social content. Additional personalities will join the marketing mix throughout the year and Absolut will continue to explore ways to inspire fans to express themselves and find their mix – with cocktails and people – expanding the campaign globally. 

“We believe that when diverse people come together, incredible things can happen. This thirst for mixing - that is how we see things on a human and societal level, and it’s a direct extension of the versatility of our product,” said Charl Bassil, global VP marketing - Absolut, The Absolut Company. “This campaign brings our values to life through the personification of cocktails, a fun and fabulous world where everyone and anyone is invited. We believe that this is an idea that is universal because, after all, we are all born to mix.”

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Charl Bassil: Global Vice President Marketing

Tad Greenough: Chief Creative Officer

Monica Jungbeck: Global Head of Creative

Tia Webb: Creative Content Director


Pamela Forbus: Chief Marketing Officer

Matt Foley: Vice President Marketing

Lara O’Brien: Senior Director, Marketing


Liz Taylor: Global Chief Creative Officer

Joe Sciarrotta: Deputy Global Chief Creative Officer

Isaac Pagan: Executive Creative Director

Sakshi Choudhary: Creative Director

Raj Ramamurthy: Associate Creative Director

Grace Donahue: Senior Art Director

Gillian Goodman: Senior Copywriter

Marie Strycharz: Senior Copywriter

Gabe Usadel: Executive Director, Design

Connor Fleming: Creative Director, Design

Jake Richardson: Senior Designer

Estella Xian: Designer

Alexandra Davis: Designer

Harley Saftler: Global Creative Manager, PM Lead

George Sholley: Head of Production, NA

Mike Diedrich: Executive Producer

Tatiana Lanier: Senior Producer

Michael Freeman: Executive Music Producer

Jessica Nugent: Head of Production Services, NA

Heather Weissman: Director of Production Business Affairs

Georgia Zalk: Associate Production Business Affairs Manager

Joan Shelton: Senior Content Production Manager

Antonis Kocheilas: Global CEO, Advertising

Elise Alverson, Associate Director of Strategy

Philip Heimann: Chief Marketing & Growth Officer, WW

Josh Goodman: Executive Group Director

Amy Medellin: Executive Group Director

Rachel Passman: Account Director

Peter Kush: Account Supervisor


Stephen Springfield: Story Consultant


David Burgess: Head of Production

Production Company: THE DIRECTOR’S BUREAU

Rodrigo Saavedra : Director

Albert Salas : Director of Photography

Julie Sawyer : Line Producer

Sloane Skala : Executive Producer

Hillary Rogers : Managing Director

Verity May Lane : Wardrobe Stylist

Taisa Malouf : Production Designer


Sandro : Photographer

Eduardo Carapito : 1st Photo Assistant, Immigrant

Ana Claudia Turner : 2nd Assistant Director, Immigrant

Mark Harris : Lighting Director

Wendy Gordon : Producer, Work Production Company

Claude-Aline Nazaire-Miller : Director of Sandro Affairs

Candace Gelman : Agent, Candace Gelman & Associates

Local Service Company: IMMIGRANT

Gui Passos: Executive Producer / Managing Director

Juliana Cretella : 1st Assistant Director, Immigrant

Elis Manukian : 2nd Assistant Director, Immigrant

Mari Kato : Hair & Makeup


Cintia Capellano : Casting Director

Gui Passos: Executive Producer / Managing Director

Editorial & Finishing: OPTIMUS

Randy Palmer : Editor

Caralyn Moore : Sr. Assistant Editor

Hugo Escobar: Assistant Editor

Brian Hrastar : Executive Producer / Managing Director

Daniel Frazier: Assistant Producer

Glen Noren: Finish Artist / Director of Finish

Ryan Wood: Finish Artist / VFX Supervisor

Christian Allan: Finish Assistant

Color Grade: CO3

Jill Bogdanowicz: Colorist / Co-Head of Features Color

Matt Moran: Senior Producer, Short Form

Jake Grom: Production Coordinator


VFX Executive Producer / Supervisor: Andre Pulcino

VFX Supervisor / Compositor: Gustavo Samelo

Technical Director: Guido Gallo

3D Animation: Fabio Fernandes

VFX compositors: Diogo de Moura Modesto, Marcelo Dumer.

Data Wrangler / VFX editing: Rodrigo "Brinco" Farias


Erin Sarofsky: Executive Creative Director

Stefan Draht: Creative Director

Steven Anderson: Executive Producer / Managing Director

Joel Signer: Senior Producer

Sound Post: OPTIMUS

Marina Killion : Sr. Audio Engineer

Brian Hrastar : Executive Producer / Managing Director

Music: Saturday Love, “2 B Free” c/o Fool’s Gold Records

Music Mix: JSM

Joel Simon : CEO & CCO

Jeff Fiorello : VP/Executive Producer

Norm Felker : Senior Producer

Andrew Manning : Senior Producer

Sharon Cha : Producer

VO: Rami Malek

Alex Egarian: Agent, WME

OOH Print Production: SANDRO

Lauren McNalis: Retoucher

OOH Print Production: Hogarth

Kurtis Chan: Retouching Specialist

Hillary Horsefall: Studio Manager

Genres: People, Choreography

Categories: Alcoholic Beverages, Spirits

Ogilvy North America, Mon, 06 Jun 2022 13:55:08 GMT