Absolut's animated ad spot dubbed 'It's in our spirit' imagines the joy of embracing loved ones once the pandemic is long behind us. Using animation, the film is able to capture the modern consumer as an avatar, connecting with others through an online world. One of the avatars is filming herself dancing, while another is overwhelmed, surrounded by screens that display messages from friends.
Toward the end of the ad, the avatars break the barrier between the virtual world and the real one, transforming into human beings. As they embrace one another, an Absolut vodka bottle is present, marking the brand's successful attempt at aligning itself with post-pandemic celebrations. Tad Greenough, chief creative officer at The Absolut Company, said “The desire and need to break free—to venture beyond the screen back into the real world, where real-life togetherness creates the ultimate and most intimate connectivity"
Image Credit: Absolut / BBH singapore