From Library Journal
Is it possible to create a worthwhile book about the Absolut Vodka's advertising campaign? Absolutely. TBWA/Chiat Day executive Lewis tells the story of the ad campaign that increased the sale of Absolut Vodka by 14,900% over 15 years. For ad junkies who want all the details, Lewis includes almost 500 Absolut ads along with commentary on how each ad was created and chosen. For example, "Absolut Clarity," which has a magnifying glass over the words "Country of Sweden," was used to emphasize that unlike most imported vodkas Absolut was not made in Russia. This book will have the greatest appeal among those who appreciate the creativity behind the pieces such as "Absolut D.C.," featuring an Absolut bottle wrapped in red tape. A warning: Lewis notes, "Librarians have to guard their magazines from being de-Absoluted." If your library has this problem, buying a book with 500 ads might be a risk. Still, this is highly recommended for libraries with an interest in advertising and marketing.?Emily Engel Moore, "Library Journal"Copyright 1996 Reed Business Information, Inc.


From Booklist
It's an Absolut-ly unabashed commercial salute to one brand of vodka that has almost single-handedly defined the shape of creative magazine advertising for many years. New York City adman Lewis not only recounts the beginnings of the campaign and the U.S. launch but also documents the story of the long-term business relationship between client and agency. This 15-year saga of bottle as hero shows, first, relatively conservative ads (Absolut joy, Absolut anticipation, Absolut generosity), then segues to the by-now-expected, break-through-the-clutter commercial: the 1987 musical "holiday song" chip, a plastic record, and a packet of flower seeds. Best are the captions and some of the behind-the-scenes footage and prose, such as the fact that wheat was used to attract pigeons to Piazza San Marco to form the shape of a bottle of--what else? Absolut Venice, of course. Barbara Jacobs

FROM THE PUBLISHER

The Absolut Vodka advertising campaign has been running nonstop for fifteen years, which, in advertising, is practically forever. Industry insiders hail it as one of the most successful campaigns in the history of advertising, and the star of the ads is always the beautiful, artful, chameleon-like bottle from Sweden. The Absolut ads are celebrated as much for their ingenuity as their longevity. They are full of wit, artistry, and imagination as they deftly communicate the brand's values, often containing little challenges to the reader to interpret just what's happening inside the ad. In this book, Richard Lewis of TBWA Chiat/Day, Absolut's advertising agency from the beginning, shares an intriguing, behind-the-scenes account of the birth and growth of this heralded campaign, its personalities and creators, and the paths they've taken to keep it perpetually fresh. Yet, it's a campaign built on more than marketing magic: Absolut Vodka is a superb product with a humble background. Produced in the tiny, picturesque town of Ahus, Sweden, Absolut came to America a complete unknown. In the early efforts to establish the brand's identity, the creators realized the now-famous two-word headlines would showcase the "absolute" quality of the brand, but Absolut would also be unpretentious, and not take itself - or the world - too seriously. Now, many years, and hundreds of awards later, the image of the Absolut bottle is embedded in our collective consciousness.

FROM THE CRITICS

Library Journal