Absolut Looks Forward to Being Together #IRL with Tessa Thompson, MNEK, Ricki Ortiz and Jolin Tsai

In its latest step towards a more inclusive world, Absolut has today announced its latest brand campaign 'It's in our spirit', looking forward to a time when being #togetherIRL is safe again. The campaign aims to champion the positive impact of meaningful conversations for better connections, inspiring our consumers to come together to bridge differences.

The campaign features four talents of diverse backgrounds who all champion open and honest conversation to overcome obstacles: Tessa Thompson, American actress and social activist, MNEK, award-winning British musician, Ricki Ortiz, esports star, and Jolin Tsai, one of Asia’s best-selling artists. Speaking to Absolut’s truth, each of them are change-makers and outspoken representatives of their communities.

Inspired by recent global research by Absolut, the campaign gives hope for Generation Z* who are ditching followers and fortunes in favour of real human and inclusive connections that spark change. Covid-19 has reminded us all how much we miss IRL, and the brand aims to encourage consumers to have their own meaningful connections - while respecting the local safety guidelines - and ultimately look forward to when we can all be together again.

First launched in the UK in early November with a 30” TVC and designed by advertising firm BBH, the brand will showcase an epic tale of four diverse and authentic protagonists - Tessa Thompson, MNEK, Jolin Tsai and Ricki Ortiz. The film which is launching globally in key markets will highlight the desire to come together and be more inclusive both on and offline to create more meaningful conversations, opening up a full world of possibilities.

Hoping to spark more conversations around how inclusivity enhances our lives, the progressive vodka brand will continue these important conversations on their social channels, encouraging consumers to share the meaningful #IRL moments they are looking forward to.

'The pandemic has made us all realize how much we value IRL moments', commented Chief Creative Officer at The Absolut Company, Tad Greenough, ‘and that basic human need to be together has never been more obvious. Our brand’s mission has always been to bring people together - and when people get together in person and engage in meaningful conversations, they become more empathetic and open to different points-of-view. That has never been more relevant than now and that’s what Absolut has always stood for.'

Head of Brand Creative Absolut, Sina Neubrandt, said: "We have been so excited to unveil this stunning new campaign featuring an ensemble of Inspirational characters from around the world. There's never been a more appropriate time to showcase the message of the value of human connection, and we hope this serves as a reminder - that regardless of followers, likes and blue ticks - there's nothing more Important than #TogetherIRL."