Last night, ABSOLUT VODKA unveiled a new documentary, NY-Z, during a Jay-Z concert at Madison Square Garden.
Last night, ABSOLUT VODKA unveiled a new documentary, NY-Z, during a Jay-Z concert at Madison Square Garden. The video was shot by Danny Clinch and features Jay-Z talking about his roots and inspiration. He also talks about the importance of artistry trumping commercial concerns when trying to build a successful collaboration. Based on the outcome of the video, it would seem that in this instance, Jay-Z practiced what he preached.
While the video was engaging, the most impressive part of the execution was the launch. The documentary was aired to a primed audience as the crew set up the stage for the opening act. Judging from the audience’s reaction, they genuinely enjoyed the documentary. This stands in stark contrast to the reaction with which most advertising is met. Advertisers spend boatloads of time and money trying to engage audiences at all the wrong times with content that doesn’t create value. ABSOLUT and Jay-Z managed to do just the opposite and in doing so were able to give the people exactly what they wanted.
The full video will be released March 22nd at Facebook.com/ABSOLUT