Absolut skips the product in Spike Jonze branded film

03/22/2010 | Adweek

Absolut vodka and agency TBWA/Chiat/Day tapped director Spike Jonze to create a branded short -- minus the branding -- to premiere at Sundance. The film, "I'm Here," follows an android who falls in love; the brand associations are attached through other marketing efforts around the film. "This is an emotional expression of the brand," Absolut's Anna Malmhake says. "None of us could see what a shot of the vodka would have added."

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