Instead of creating new ads, Absolut is running old holiday ads from the last 25 years. At their site, you can select your favorite ad, and see how it stacks up against the others. In tandem with the rating you can send holiday cards with the ad on it and be entered for a chance to win a trip to Sweden.
It's hard to say whether or not this is a way for Absolut not to have to do any ads this year (read: lazy or tight budget strings) or if they are just leveraging the popularity of their advertising.
Here's a screenshot: