Absolut, the Swedish vodka brand known for its iconic bottles, has a longstanding tradition of supporting LGBT community in its communication. Indeed, since the early 1980s, the brand is trying to communicate its firm belief that a colorful, diverse and respectful world is something to strive and work for. In the brand's latest craft, this message comes even stronger.
Bartle Bogle Hegarty (BBH) London who took over the Pernod Ricard-owned vodka brand in the UK market last October, created a provocative new movie to stress on the fact that everybody should be able to be, exactly who they are.
Titled "Equal Love", the film shows a range of individuals, of different genders, ages, looks and lifestyles, partaking in a two and a half minute long kiss medley that rolls out to the tones of There's No Other (Like My Baby) by The Crystals.
Absolut believes in creating a better, more open world. One where everyone has the freedom to express their true selves, without fear or recrimination. Therefore this film is championing equal love for all and celebrating the right of individuals to love whomever they choose, wherever they come from.
According to Gaia Gilardini, global communications director at Absolut, the kiss is used as a metaphor and an expression of acceptance. "But there is a wider thought about tolerance, not just sexuality. The freedom to choose love goes beyond sexual preferences," she said.
"Equal Love" reflects again the progressive views that Absolut has championed since 1981, when it was the first mainstream brand to advertise in gay magazines. This campaign also introduces a new platform titled 'Make a Better Tomorrow Tonight.'