Absolute Vodka's Ad Shows a Man Connect with His Transgender Friend

By: Riley von Niessen - Jun 2, 2016
References: absolutdrinks & adweek
Absolut Vodka is looking to make its brand more inclusive through a series of videos as a part of its #AbsolutNights campaign, which includes a commercial titled 'Darla' that shows a cisgender man reconnect with his transgender friend.

In the short ad, the two run into each other at a music festival, where the man is at first awkward around the friend he once knew as 'Dave.' Throughout the music festival, he quickly comes to understand his transgender friend for who she is and comes to learn about her journey.

The company makes sure to incorporate uses for the drink as well, with the narrator claiming, "Suddenly we're backstage drinking Absolut Seabreezes." The ad, while less than a minute long, associates the vodka product with a theme of freedom, fun and acceptance, giving it a positive message.