The Ab­so­lut Kiss to En­cour­age ‘Equal Love’

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Ab­so­lut, the Swedish vodka brand known for its iconic bot­tles, has a long­stand­ing tra­di­tion of sup­port­ing LGBT com­mu­nity in its com­mu­ni­ca­tion. In­deed, since the early 1980s, the brand is try­ing to com­mu­ni­cate its firm be­lief that a col­or­ful, di­verse and re­spect­ful world is some­thing to strive and work for. In the brand’s lat­est craft, this mes­sage comes even stronger.

Bar­tle Bogle He­garty (BBH) London who took over the Pernod Ri­card-owned vodka brand in the UK mar­ket last Oc­to­ber, cre­ated a provoca­tive new movie to stress on the fact that ev­ery­body should be able to be, ex­actly who they are.

Ti­tled “Equal Love”, the film shows a range of in­di­vid­u­als, of dif­fer­ent gen­ders, ages, looks and life­styles, par­tak­ing in a two and a half minute long kiss med­ley that rolls out to the tones of There’s No Other (Like My Baby) by The Crys­tals.

The film was shot in Kiev and di­rected by Some­such’s Aoife Mcar­dle, whose work in­cludes “Daugh­ter,” Audi’s gen­der pay gap Su­per Bowl ad.

Ab­so­lut be­lieves in cre­at­ing a bet­ter, more open world. One where ev­ery­one has the free­dom to ex­press their true selves, with­out fear or re­crim­i­na­tion. There­fore this film is cham­pi­oning equal love for all and cel­e­brat­ing the right of in­di­vid­u­als to love whomever they choose, wher­ever they come from.

Ac­cord­ing to Gaia Gi­lar­dini, global com­mu­ni­ca­tions di­rec­tor at Ab­so­lut, the kiss is used as a metaphor and an ex­pres­sion of ac­cep­tance. “But there is a wider thought about tol­er­ance, not just sex­u­al­ity. The free­dom to choose love goes be­yond sex­ual pref­er­ences,” she said.

“Equal Love” re­flects again the pro­gres­sive views that Ab­so­lut has cham­pi­oned since 1981, when it was the first main­stream brand to ad­ver­tise in gay mag­a­zines. This cam­paign also in­tro­duces a new plat­form ti­tled ‘Make a Bet­ter To­mor­row Tonight.’

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