One of my favorite print ad campaigns is for Absolut Vodka. The name Absolut is so versatile that it can be used to create thousands of witty and clever taglines. The company uses a simple formula--their signature bottle in the middle of the page with their brand name at the bottom. If you just heard this and had not seen any of the ads, you would I'm sure consider this to be typical and unimaginative. However, the agencies behind the Absolut campaign have taken a simple concept and turned it into something rich, complex and intriguing.
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