Advertiser> Absolut

Based: Stockholm, Sweden

Agency: Global agency is TBWA.

Total US ad spend: $23.9 million in 2002*.

Brand personality: "Stylish, witty, unexpected."

Commercial forte: "Using culture as brand mirror."

Most fun/effective spot to date: "Farewell Casanova".

Favorite director: Spike Lee.

Awards: "Mulit" won awards and is entered into the Edinburgh Film Festival. Gold EFFIE for a sustaining campaign. Named Forbes' most valuable luxury brand.

What's next: Absolut Next Generation on the web. Sounds kooky, but until September, online visitors are being exhorted to "contribute to the creation of an original piece of art" initiated by British sculptor Richard Wentworth and Semiconductor, an emerging film and sound artist duo. All righty then!

Boards rock-o-meter: 8/10. Every advertiser should have a mullet musical under its belt.

*numbers from CMR

WEBFILES:
Absolut> http://www.absolut.com