ABSOLUT and Spike Jonze’s Robot Love Story
We recently took notice of Spike Jonze’s short film for Absolut vodka – “I’m Here” – which premiered at the Sundance Film Festival in January.
We recently took notice of Spike Jonze’s short film for Absolut vodka I’m Here”, which premiered at the Sundance Film Festival in January. We were since able to speak with We Are Social, a UK-based conversation and social media agency that worked with Absolut on the campaign, to better understand how and why the collaboration came together.
According to We Are Social, Jonze was given complete artistic freedom for the project, which is certainly not about product placement (although the bottle shape slips in at one point), but more about creating a meaningful collaboration that will position ABSOLUT where it sees itself – within the creative and art communities that is has long supported. ABSOLUT recognized consumers are pretty tired of having brands shout at them. Rather than utilising a traditional print or TV ad campaign, they approached Jonze to create a short film based loosely on their brand ideals, their creative history and where they see themselves in the future.