By Annette Shailer
The new Absolut vodka campaign Dissection will see a vodka bottle shatter and then reassemble, a UK-based digital arts website reported.
Directed by Psyop, the commercial captures a vodka bottle fragmenting into tiled shards that separate to reveal the vodka suspended inside, before reassembling.
Filmed at 8000 frames per second (normal film runs at 24 frames per second), the water remains in shape after the bottle is smashed for several seconds before slowly collapsing on itself.
The ad, commissioned by agency TBWA/Chiat/Day, is based on a print campaign idea featuring a cocktail glass exploding to reveal the liquid inside.
Psyop director Marco Spier said he wanted to expand on the print idea and disassemble a full Absolut bottle.
The new campaign follows Absolut’s controversial campaign ‘In an Absolut World,’ which presented idealised scenarios in different cultural contexts.