Absolut: Hugs

Credits:

In An Absolut World, Currency will be replaced with acts of kindness

Agency: TBWA\Chiat\Day New York & TBWA\SMP Philippines
Worldwide Creative Director: Mark Figliulo
Creative Director: Rob Smiley (New York)
Creative Director: Melvin Mandaga, Marci Reyes (Philippines)
ACD/Art Director: Aaron Adler
ACD/Art Director: Marta Ibarrondo
Copywriter: Knox Balbastro (Philippines)
Art Director: Denise Tee (Philippines)
Senior Producer: Jason Souter
Director Broadcast Production: Ozzie Spenningsby

Production Company: Person Films & H.S.I. Productions
Director: Michael Hausmann
Assistant Director: Tirso Peake
Producer: Tim Kerrison
Executive Producer: Michael McQuhae
DP: Paul Cameron

Production Service Company: Film Planet, Buenos Aires
Executive Producer: Karin Stuckenschmidt
Production Manager: Elena Massa

Editorial: Final Cut New York
Editor: Rick Russell
Colorist: Fergus McCall
Visual Effects Facility: The Mill/NY
Flame Artist: Dan Williams
Visual Effects Producer: Dan Roberts
Sound MMixer: Tom Jucarone

Music: Louis Armstrong, "A Kiss To Build a Dream On"

Produced by TBWA\Chiat\Day, New York, the "Hugs" ad is an exercise in restrained buoyancy, presenting a softly-lit parallel universe where affection is coin of the realm, a kiss on the cheek the sanctioned currency. Scored with the Louis Armstrong standard, "A Kiss to Build a Dream On," it ends with the "In an Absolut world" tag and an understated product shot.

The "Hugs" spot, built as the TV extension of a brand campaign that launched in spring 2007, aired after 10 p.m. Sunday in New York, Los Angeles, Chicago, Boston and 10 other top-20 markets, an ambitious local buy reaching 31 percent of all U.S. TV households.

This week, the ad will be seen in seven local markets, with the particulars of each buy determined by individual stations. If all goes according to plan, Absolut will piece together a second TV buy in the latter half of the year.