When Absolut first approached creative agency TBWA\Chiat\Day in 1980 with the task of introducing the vodka to an American audience, the company had very specific instructions: give the campaign a timeless yet contemporary feel with the bottle as the main focus. The campaign's very first execution, "Absolut Perfection," set the standard for what would become one of advertising's most recognizable campaigns.
Absolut spun that single idea into thousands of iterations, bridging the gap between "ad" and "art" with themes ranging from "Cities of the World" to "Artists of the '90s." The advertisements became a cultural phenomenon, with consumers collecting the ads themselves. In 2007, the brand launched a new global campaign carrying the tagline, "In An Absolut World." The ads featured tongue-in-cheek descriptions of what life would be like in an ideal, or "Absolut," reality.