Swedish spirit brand Absolut Vodka is asking people to ‘Call it a night’ before they say something they might regret in a new campaign warning about the dangers of drinking too much and offending others.
Forming part of the ‘Drink Responsibly’ awareness platform, the brand’s campaign will be centred around a 67-second spot that warns drinkers to put a stop to the libations if they feel start to lose control over what they say.
Devised by creative agency Ogilvy New York and The Mim, the creative warns viewers about the offensive power of words and the unintended consequences of throwaway comments or jokes made under the influence.
“Nights out present the perfect opportunities to mix, and it is incumbent upon each of us to ensure these environments are safe and free from discrimination,” Absolut Vodka global VP of marketing, Debrasee Dasgupta said.
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“With our longstanding commitment to diversity, inclusivity and responsible drinking, Absolut is proud to spearhead the ‘Call it a night’ movement.
She continued: “Our campaign not only reminds individuals to drink responsibly but that doing so and having fun are not mutually exclusive, encouraging people to be conscious of their actions and build safe environments where everyone feels comfortable and respected.”
Running from 1 to 15 July, the campaign’s hero film will be supported by a series of executions running across social media and digital. Media planning and buying was handled by MGOMD.
