ABSOLUT IRL | Limited Edition
Graphic and packaging
According to the brand, the campaign mostly targets millennial drinkers, and "aims to champion the positive impact of meaningful conversations for better connections, inspiring our consumers to come together to bridge differences". The TV ad is based on gaming worlds and uses four animated protagonists – actress Tessa Thompson, musicians MNEK & Jolin Tsai, and gamer Ricki Ortiz – that look to demonstrate the potential for "great things" when "diverse minds" unite and forge meaningful connections. "Speaking to Absolut's truth, each of them are change-makers and outspoken representatives of their communities," says the brand.
The television spot is complemented by Absolut's social media campaign that encourages consumers to "share the meaningful #IRL moments they are looking forward to".
"The pandemic has made us all realise how much we value IRL moments," says Absolut chief creative officer Tad Greenough. "That basic human need to be together has never been more obvious. Our brand’s mission has always been to bring people together—and when people get together in person and engage in meaningful conversations, they become more empathetic and open to different points-of-view."