I keep looking at this spot and thinking-- surely they know that sapphire most commonly comes in blue, right? And yet the whole spot they are showing the red glowing gem of a label. And what the hell is the point of the fish? And singing "No Diggity," via Chet Faker no less?
A horse is born. And it then becomes a foal. And then it learns and grows and one day becomes the Budweiser Clydesdale, all thanks to the help of a human caretaker in Missouri. The spot was shot initially at the Clydesdale breeding facility. And we watch as the little foal grows up to fulfill its duty of being a majestic representation of beer.
TBWA commissioned Erik Almås to create a memorable images Absolut. Though Sid Lee has recently won global duties on Absolut, and will produce the next global campaign this summer, this TBWA campaign is more in keeping with the work Absolut had produced over the past thirty plus years: I.E., the bottle front and center, and a two word headline beginning with "Absolut."
As for the images, everything you see was captured in camera, to scale of an actual size Absolut bottle.
This is one of the few times I wished I could see a making-of video as I think it would have captured the oompf more.