Absolut reveals Spike Jonze film
Vodka brand Absolut is premiering the promotional film created by Spike Jonze, director of “Where the Wild Things Are”, at the Sundance Film Festival tonight (21 January).
The 30-minute film “I’m here”, is a love-story between two robots living in Los Angeles and is at the heart of Absolut’s “In An Absolut World, Ordinary Is No Place To Be” campaign.
Absolut plans to host preview screenings of the film in unexpected locations around the UK to challenge people’s ‘ordinary’ perceptions.
The creative partnership between the vodka brand and Jonze was revealed in October.
Absolut says the creative collaboration with Jonze “reinforces the brand’s pioneering and culture-shaping credentials” and combines Jonze’s filmmaking style with the brand’s “vision of making ordinary life more interesting”.
The brand has previously collaborated with artists including Andy Warhol, Keith Haring and Helmut Newton on its campaigns.
Mark Hamilton, head of marketing for Vodka at Pernod Ricard UK, says: “Recently our Manifesto campaign reinforced who we are and what we represent. This campaign will take that idea on a step, to show how people can apply the concept of doings things differently to disrupt their everyday routine and make life more interesting – because I think we would all agree that ordinary is no place to be.”
Jonze says: “Absolut didn’t give me any requirements to make a movie that had anything to do with vodka. They just wanted me to make something that was important to me, and let my imagination take me wherever I wanted.”
The film stars British actor Andrew Garfield and Sienna Guillory in the lead roles and the soundtrack includes original music by Sam Spiegel and L.A.-based musician Aska Matsumiya.
I’m Here will also screen at the Berlin Film Festival in February, followed by a global release in March.
The film is accompanied by a blog.
