The book contains almost 500 Absolut ads, and some of the rejects. What I did not realize until I looked at this book was how much bad Absolut advertising has appeared. Clearly, this volume would have been greatly improved by eliminating about 450 of the images in it. There is also a lot of text about how the ads are created, with a lot of pats on the back for the importers and agency involved. But there is relatively little about the creative process, and what works and what doesn't.

If you want to learn more interesting details about Absolut, I suggest that you acquire the newer book, Absolut, the History of the Bottle, instead.

Absolut advertising is all built around the formula of the word "Absolut" followed by some other word or words intending to say "Absolute X." While the lines are almost always good, the execution of how well the images fit with the text often leaves something or a lot to be desired. In other cases, the visuals are just plain ugly.

As the text suggests here, the idea was that "Absolut would be a product that could laugh at itself." That position is missed when the image is either almost irrelevant or unattractive. It just makes Absolut seem like it is a reflection of bad taste.

The mood for the ads was supposed to be light to " . . . add a dollop of humor so the 'We're the best' claim wouldn't be quite so boring or prententious." Well, you'll have to judge for yourself, but the ads seemed to have badly strayed from that standard.

Just so you won't think I dislike the campaign, here are my favorite ads in the book (I have eliminated "Absolut" from the titles to save space): Perfection, Joy, Peak, 19th, Harmony, L.A., Manhattan, Haring, and Appeal.

The other thought that bothered me was treating expensive vodka advertising as art. What's the social benefit here?

After you have finished considering the book, I suggest that you examine how you can add beauty to the world through your life and your work.

A votre sante!

7 of 7 found the following review helpful:


WOW!!  Jun 19, 2003
This is a wonderful, informative, and beautiful book.
This book is about the Absolut Vodka advertising campaign. How it began, and what it is about. There are many beautiful, and breath taking images which makes you see the entire light of the campaign which looks so simple from the outside. Now, you get the inside looks and it isn't simple at all but an amazing experience.
WOW!!

5 of 5 found the following review helpful:


Absolutley Fabulous!!!!  Jan 24, 1999
This is book is absolutley fabulous (no pun intended). I've been tearing these ads out of magazines for years now and have them all over my walls. Who knew so many others were doing the same? The book is filled with almost 500 of the ads explaining how most of them were shot or created. It is a definite must for Absolut fans!!!!

4 of 4 found the following review helpful:


Absolut Best Coffee Table Book  Nov 21, 2000 By Eric M. Schmidt "Ezri"
There are Absolut ads in this book that you may never have seen before. This book is filled with the visually appealing ads from one of the greatest magazine ad campaigns in American history. Coffee table books are supposed to spark conversation, and this one will accomplish that easily. The pictures are vivid and the book contains some interesting stories about the Absolut ad campaign. There are even reject ads in this book. A great idea and well worth the price.

4 of 4 found the following review helpful:


Absolut great book!  Jun 13, 2001 By Izzy
Wow! After reading this, I was raving to my friends about this creative book. I've never read anything like it! Richard W. Lewis has written an Absolut awsome story about the making of this company. After the first couple pages of reading, I couldn't stop myself! So I give this book a five star rating for it's creative, informative, and easy to understand literature. I'm also giving it five stars for it's vast collection of Absolut Vodka advertisements. Clearly, this book is not only a book that teaches you things, but is really fun to read!

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