Ad of the Day: Absolut

Vodka brand hits the desert with bionic dogs and glamazons for an ultra-hip Swedish House Mafia music video

Headshot of Emma Bazilian

Absolut vodka loves its video collaborations. So far, the spirits brand has teamed up with Spike Jonze to produce a bizarre short film about a man with a PC console for a head; documented a Jay-Z benefit concert at Madison Square Garden; and spent a day following Cee-Lo Green as he expounded his musical philosophy. Now, the Scandinavian alcohol distiller has released a crazy music video—with Swedish House Mafia, natch—that may remind you of a certain soon-to-be-blockbuster-movie book, depending on how much time you spend in the YA section.

The TBWA\Chiat\Day video, which touts Absolut as the perfect ingredient in the Greyhound, a cocktail made of vodka and grapefruit juice, literally revolves around a greyhound race. In this bizarre futuristic fantasy, the bionic dogs (calm down, PETA!) are remotely controlled by leather-clad, DJ-esque men in some high-tech facility. Gathered to watch this race, which is set in the middle of a barren landscape—all cool things happen in deserts, if automotive and/or spirits advertisers are to be believed—are some outrageously dressed glamazons, who very much enjoy squinting and pursing their blue-painted lips at the events unraveling before them. On top of all this, Swedish House Mafia throws its thumping bass and electronic beats—or "music," depending on whom you ask.

Does this whole setup positively scream Hunger Games to anyone else? The all-seeing Gamemaker, the absurd fashions, the heavily dystopic vibe? Now, there's a collaboration for Absolut to consider: Who wants to mix up a shaker of Child-Murder Punch?


Client: Absolut

Spot: "Greyhound" :30/:60/3:32 music video

Agency: TBWA\Chiat\Day

Chairman, CCO: Mark Figliulo

Global Creative Director: Sue Anderson

Creative Director: Hoj Jomehri

Art Directors: Hoj Jomehri, Jin Park

Writer: Sue Anderson

Head of Production: Robert Valdes

Senior Producer: Jennifer McKenzie

Producer: Nalina Baratz

Production Company: RSA

Director: Carl Erik Rinsch

Executive Producer: Marjie Abrahams

Line Producer: Betsy Blakemore

Director of Photography: Claudio Miranda

Production Designer: Paul Martin

1st Assistant Director: Michael Salven

Lead Wardrobe Stylist: Franck Chevalier

Lead Makeup Stylist: Donald Simrock

Lead Hair Stylist: Benjamin Mohapi

Editorial: Lost Planet

Editor, long form: Bruce Herrman

Editors, :60/:30: Hank Corwin, Bruce Herrman

Executive Producer: Krystn Wagenberg

Assistant Editors: Eli Beck-Gifford, Jacks Genaga, Al Lacorazza

Producer: Marcia Wigley

EFX Companies: Home Studio

Owner, Director: Carl Erik Rinsch

Senior Executive Producer: Chris Fieldhouse

CG Dogs, Rabbit: Big Lazy Robot Visual Effects

Creative Director (Ghost Town Media): Brandon Parvini, Jeffrey Lichtfuss

Producer (Ghost Town Media): Matthew Primm

3-D Modeling, Animation, Compositing (Ghost Town Media): Brandon Parvini, Jeffrey Lichtfuss

3-D Camera Tracking (Ghost Town Media): David Torno

UI Design (Ghost Town Media): Brandon Parvini, Gabriel Perez

Additional Visual Effects (Ghost Town Media): Filaments Visual Effects

CG Supervisor (Furia Digital): Alex Grau

3-D Tracking (Furia Digital): Jose Luis Estefania

3-D Modeling, Animation, Compositing (Furia Digital): Alberto Corpas, Ivan Costarrosa, Jose Luis Estefania

Inferno Artist (Ntropic): MB Emigh

Producer (Ntropic): Fawn Fletcher

Telecine: Co3

Colorist: Stefan Sonnenfeld

Music: Swedish House Mafia, "Greyhound"

Audio Mix: Heard City

Mixer: Philip Loeb

Sound Design: Richard Devine


@adweekemma Emma Bazilian is Adweek's features editor.
Publish date: March 22, 2012 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT