After the awful campaign (Absolut Crap) where they dressed up cutesy, indie icon Zooey Deschanel as a platinum blonde Barbarella, TBWA has taken a new approach.

First off they quietly commissioned the Spike Jonze Sundance short, featuring hipster robots hanging out in LA and listening to Pitchfork bands.  Which became a site where you can appreciate the naturalistic visuals of previously mentioned Lance Accord.

SHORT FILM: I’M HERE

Unless you stick around ’till the credits, you’d have no idea Absolut was funding this target on the forehead of hipsters. For the brand to ingratiate themselves with the PBR set makes sense, as these psuedo-blue collar fools eventually turn 40 and need to drink something else.

On that note TBWA has created an event space for 30 days in NYC, showcasing the genesis of the hipster era. Namely, the very 1999 notion that graphic design passes for art. To bolster this flashback, TBWA has enlisted the hipster version of Collette, a bookstore from the new cusp of gentrification out in LA (Miracle Mile area) called “Family.” Which already has a 10-min documentary on it, shot by Lance Bangs for Vice Magazine’s streaming media site.

As LA is about 10-years behind things, having the Family bookstore set up in NYC to show you how cool Mike Mills, Sonic Youth and graffiti is… seems like a genius movie. No word yet as to whether or not smoke machines will be on hand, so that when the doors open it really feels like a time machine back to pre-American Apparel days.

SITE FOR TBWA / ABSOLUT – THIRTY DAYS NY

Tags: Absolut, Hipsters, LA, Lance Accord, Spike Jonze, TBWA, Vice Magazine
Posted in: General