Famed Photographer Helmut Newton Captures ABSOLUT Vodka in a New Light

New Ad Focuses on the Beauty of the Home of ABSOLUT -- Ahus, Sweden



Apr 30, 2001, 01:00 ET from ABSOLUT Vodka, Seagram Americas

    NEW YORK, April 30 /PRNewswire/ -- In a variation from the brand's
 celebrated print advertising campaign, which features its signature bottle as
 interpreted by countless artists and photographers, ABSOLUT is focusing on the
 origin of the premium vodka.  Because every drop of ABSOLUT comes from a
 single source - the distillery in tiny Ahus, Sweden -- notorious and
 influential fashion photographer Helmut Newton has captured the stark beauty,
 history and folklore of the town in a new black-and-white eight-page ad
 insert, "ABSOLUTLY," appearing in magazines beginning this May.
     (Photo:  http://www.newscom.com/cgi-bin/prnh/20010430/CGM005-a
              http://www.newscom.com/cgi-bin/prnh/20010430/CGM005-b
              http://www.newscom.com/cgi-bin/prnh/20010430/CGM005-c
              http://www.newscom.com/cgi-bin/prnh/20010430/CGM005-d
              http://www.newscom.com/cgi-bin/prnh/20010430/CGM005-e )
      Newton and ABSOLUT have a longstanding relationship, beginning in
 1995 when Newton worked with ABSOLUT on the brand's first portfolio of
 international fashion design.  In fact, it was while shooting this ad series
 that Newton first visited Ahus -- various locations in the town (including the
 ABSOLUT distillery) served as the backdrop for the photos.  Inspired by the
 unforgettable beauty and the local traditions, Newton had expressed interest
 in some day returning to the Swedish town to capture some of its dramatic
 vistas through his lens.
     Known throughout the world for his striking, often controversial fashion
 photography, shooting the landscape of Ahus for the ABSOLUT project has added
 another dimension to Newton's body of work.  "I had to wait until I turned
 80 to see someone, finally, take an interest in my landscapes.  When you are
 locked into a genre, it is very difficult to get out of it," said Newton.
 "For this reason, I loved doing this campaign for ABSOLUT.  It was my first
 commission of this kind."
     "We were looking for a way to communicate the quality of ABSOLUT,
 to illustrate where and with what care the vodka is made.  It all centers
 around Ahus -- the source of the wheat and water used to make ABSOLUT and the
 only place the vodka is produced," said Richard Lewis, TBWA Chiat/Day
 worldwide account director for ABSOLUT.  "Of course, we also wanted to
 continue the ABSOLUT tradition of working with artists to communicate our
 messages in unexpected ways.  This ad insert is really the story of ABSOLUT as
 seen through the eyes of Helmut Newton."
     ABSOLUT extended its message of quality to the printing of the portfolio.
 In order to maintain the artistic integrity of the photographs, the insert was
 reproduced using a special tri-tone printing process that replicates the look
 of Newton's original photos more closely than traditional four-color printing.
     The insert will debut in the June issue of W, which hits newsstands
 May 11.  The ad will also appear on the May 28 issue of Time magazine
 (management edition), the June issue of Food and Wine and the July/August
 issue of American Photo.  Images from the ads also will be featured on the
 brand's Web site, www.absolut.com .  The campaign originated through Helmut
 Newton's London agent, Tiggy Maconochie.
 
     ABSOLUT One Source
     All ABSOLUT VODKA is distilled in Ahus.  The Winter Wheat used to make
 ABSOLUT is grown in the fields surrounding the town, and the water comes from
 the brand's own well in the area.  In accordance with more than 400 years of
 Swedish tradition, every bottle of ABSOLUT is produced, packaged and shipped
 from this One Source to ensure quality, purity, consistency and taste.
     The Absolut Company, a business area within V&S Vin & Sprit AB, is the
 brand owner and producer of ABSOLUT VODKA, ABSOLUT PEPPAR, ABSOLUT CITRON,
 ABSOLUT KURANT AND ABSOLUT MANDRIN.  ABSOLUT is the third largest
 international spirit in the world and is marketed in 125 markets.  ABSOLUT is
 made at the distilleries near Ahus, Sweden.  The head office is in Stockholm.
 
                     MAKE YOUR OPINION COUNT -  Click Here
                http://tbutton.prnewswire.com/prn/11690X80451251
 
 

SOURCE ABSOLUT Vodka, Seagram Americas
    NEW YORK, April 30 /PRNewswire/ -- In a variation from the brand's
 celebrated print advertising campaign, which features its signature bottle as
 interpreted by countless artists and photographers, ABSOLUT is focusing on the
 origin of the premium vodka.  Because every drop of ABSOLUT comes from a
 single source - the distillery in tiny Ahus, Sweden -- notorious and
 influential fashion photographer Helmut Newton has captured the stark beauty,
 history and folklore of the town in a new black-and-white eight-page ad
 insert, "ABSOLUTLY," appearing in magazines beginning this May.
     (Photo:  http://www.newscom.com/cgi-bin/prnh/20010430/CGM005-a
              http://www.newscom.com/cgi-bin/prnh/20010430/CGM005-b
              http://www.newscom.com/cgi-bin/prnh/20010430/CGM005-c
              http://www.newscom.com/cgi-bin/prnh/20010430/CGM005-d
              http://www.newscom.com/cgi-bin/prnh/20010430/CGM005-e )
      Newton and ABSOLUT have a longstanding relationship, beginning in
 1995 when Newton worked with ABSOLUT on the brand's first portfolio of
 international fashion design.  In fact, it was while shooting this ad series
 that Newton first visited Ahus -- various locations in the town (including the
 ABSOLUT distillery) served as the backdrop for the photos.  Inspired by the
 unforgettable beauty and the local traditions, Newton had expressed interest
 in some day returning to the Swedish town to capture some of its dramatic
 vistas through his lens.
     Known throughout the world for his striking, often controversial fashion
 photography, shooting the landscape of Ahus for the ABSOLUT project has added
 another dimension to Newton's body of work.  "I had to wait until I turned
 80 to see someone, finally, take an interest in my landscapes.  When you are
 locked into a genre, it is very difficult to get out of it," said Newton.
 "For this reason, I loved doing this campaign for ABSOLUT.  It was my first
 commission of this kind."
     "We were looking for a way to communicate the quality of ABSOLUT,
 to illustrate where and with what care the vodka is made.  It all centers
 around Ahus -- the source of the wheat and water used to make ABSOLUT and the
 only place the vodka is produced," said Richard Lewis, TBWA Chiat/Day
 worldwide account director for ABSOLUT.  "Of course, we also wanted to
 continue the ABSOLUT tradition of working with artists to communicate our
 messages in unexpected ways.  This ad insert is really the story of ABSOLUT as
 seen through the eyes of Helmut Newton."
     ABSOLUT extended its message of quality to the printing of the portfolio.
 In order to maintain the artistic integrity of the photographs, the insert was
 reproduced using a special tri-tone printing process that replicates the look
 of Newton's original photos more closely than traditional four-color printing.
     The insert will debut in the June issue of W, which hits newsstands
 May 11.  The ad will also appear on the May 28 issue of Time magazine
 (management edition), the June issue of Food and Wine and the July/August
 issue of American Photo.  Images from the ads also will be featured on the
 brand's Web site, www.absolut.com .  The campaign originated through Helmut
 Newton's London agent, Tiggy Maconochie.
 
     ABSOLUT One Source
     All ABSOLUT VODKA is distilled in Ahus.  The Winter Wheat used to make
 ABSOLUT is grown in the fields surrounding the town, and the water comes from
 the brand's own well in the area.  In accordance with more than 400 years of
 Swedish tradition, every bottle of ABSOLUT is produced, packaged and shipped
 from this One Source to ensure quality, purity, consistency and taste.
     The Absolut Company, a business area within V&S Vin & Sprit AB, is the
 brand owner and producer of ABSOLUT VODKA, ABSOLUT PEPPAR, ABSOLUT CITRON,
 ABSOLUT KURANT AND ABSOLUT MANDRIN.  ABSOLUT is the third largest
 international spirit in the world and is marketed in 125 markets.  ABSOLUT is
 made at the distilleries near Ahus, Sweden.  The head office is in Stockholm.
 
                     MAKE YOUR OPINION COUNT -  Click Here
                http://tbutton.prnewswire.com/prn/11690X80451251
 
 SOURCE  ABSOLUT Vodka, Seagram Americas