Nowadays advertising is playing a very important role in our lives. It is responsible for "inducting a culture into urbanism, for selling New deal and World War II patriotism, for inventing TV and opinion research, for entertaining us during the '60s and 70's and winking at us during the 80's and 90's" (Rothenberg, 2). We are bombarded with a million messages every day. Television, magazines, billboards, radio, internet carry tremendous amount of advertising that affect us in one or another way.

Advertising professionals call 20th century the Advertising century. During last sixty years there were produced wonderfully clever and witty advertising campaigns that changed our perception of the advertising as a whole, as well as our perception of advertised product. One of such advertising campaigns is Absolut Vodka. It has been going on now for eighteen years, since 1981. "However, Absolut advertising is ce

It started in 1981 when the Swedish company producing Absolut vodka in the city of Ahus turned to Chiat/TBWA for help in conquering American liquor market. Absolut company gave an agency a very good product with an artsy bottle and memorable name and an agency did the rest. The heads of the agency, Hayes and Turner, decided to create pure visual campaign for their new client.

One of the most risky and interesting ads of this period was the Absolut stirring. Unlike all other previous ads of the Absolut in this ad the bottle is not the biggest object on the page and is not in the center. It is not even very visible from the first sight. The biggest part of the page is taken up by the picture of the Christmas tree with the gifts lying underneath it. Slightly to the bottom further away viewer notices a mouse hole. The mouse hole is shaped in the form of the bottle. The tag for this ad, as usual in bold white sun serif, says Absolut stirring. The idea for the tag was taken from Clement Clarke Moore's poem "A visit from St.Nicholas": "Twas the night before Christmas, when all through the house, Not a creature was stirring-not even a mouse".(42). Advertisers were afraid that the public will not understand this tag but people welcomed this ad with enthusiasm.

By their fine art series Chiat/TBWA brought to common people paintings of Warhol, Edelmann, Lorenzo, Rodrigue and many more contemporary artists. Dozens of Absolut commercials were painted by famous artists of our time. Chiat/TBWA included famous writers as well: Absolut Shelley, Absolut Wells, Absolut Cummings. Absolut ad creators acquainted Americans with the rest of the world with their European city series. They told the rest of the world about American cities as well. They incorporated in their campaign such political events as Perestroika and Glasnost in Russia, and censorship in Washington. The Absolut bottle united people around the world. This is a way of saying that we are all the same. We all choose Absolut. We should live in peace. They made this campaign universal. It showed the world that creativity and talent could make the visual images the most powerful tool in the world. Talented artists and designers presented the ad campaign with a great concept and just a few key elements that holds an infinite number of possibilities for many years to come.

Some common words found in the essay are:
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Approximate Word count = 2131
Approximate Pages = 9 (250 words per page double spaced)