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Book Reviews
Absolut
Book
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, Richard Lewis of TBWA/Chiat
Day 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", used to emphasize that
unlike most imported vodkas Absolut was not made in Russia.
Here's a summary of the chapter headings:
Absolut
Introduction
| 1 |
Absolut
Beginning |
|
2
|
Absolut
Product |
|
3
|
Absolut
Objects
|
|
4
|
Absolut
Cities
|
|
5
|
Absolut
Art
|
|
6
|
Absolut
Holidays
|
|
7
|
Absolut
Fashion
|
| 8 |
Absolut
Themed Art |
| 9 |
Absolut
Flavors |
| 10 |
Absolut
Spectaculars |
| 11 |
Absolut
Eurocities |
| 12 |
Absolut
Film & Literature |
| 13 |
Absolut
Tailor-Made |
| 14 |
Absolut
Topicality |
|
15
|
Absolut
Rejects |
Absolut
Credits and Permissions |
|
Click on item to
purchase at Amazon |
The
book introduces the history and origin of the brand, the
background to the campaign and offers insight into the
client/agency relationship. But mostly it's a celebration
of the advertising. An Absolut-ly unabashed commercial
salute to one brand of vodka that has helped define the
shape of creative magazine advertising.
Buy
it at Amazon
Brand
Manual
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