Absolut ‘employees’ strip down in racy new ad
Absolut Vodka is baring it all for a new ad campaign — which flaunts naked employees to prove the firm has “nothing to hide,” according to reports Tuesday.
In the advertisement, “employees” — including flabby farmers and men on factory lines — are shown strutting their stuff in their birthday suits, according to the video, which is set up as a spoof on company orientation films.
A man with blurred-out junk kicks off the parody by telling viewers, “We do things a little different around here.”
“Don’t believe me? Let me show you,” he says — then launches into a tour in which employees are hard at work and wearing nothing.
They are shown carrying pitchforks, riding on canoes and drinking martinis — all in the buff.
The Swedish booze company, which has showcased the same “Absolut [whatever]” ads since the 1980s, said the message is all about exposing the naked truth.
“In an age where brand transparency is rare, Absolut felt it was important to put everything on display and show viewers exactly what modern vodka crafting looks like,” a spokesperson for the brand said, according to The Drinks Business.
“Absolut is proud to take responsibility from seed to bottle and source wheat from 338 farms in southern Sweden where each farmer is known by name.”
Anthony Austin, the creative director behind the “Nothing to Hide” ad, said the message is about openness.
“We wanted to celebrate that openness, in a way that felt true to their Swedish identity … And being the good-humored Swedish souls that they are, they jumped at the chance to bare all to the world,” he told the publication.
It’s unclear if real workers were used in the ad.