Absolut Vodka sponzorira cyber-kitch as kitchen can. Spaljivanje festivala Burning Man.
"Via Mike Estee, who writes: “the overt culture co-opting is perhaps the most realistic aspect of this futuristic Burning Man ad.”
In this Absolut Vodka commercial, bougie leather-and-feathers trustafarians congregate for a day at the dog races in the desert. Except that the dogs are mechanical, controlled through a Tron-like interface in which three DJs play bad house music. Still, the fashion is breathtaking, the expensive props are beautifully-crafted, and the robotic greyhounds are strikingly feral and majestic. So mute the video, put on a song by Birdy Nam Nam, and enjoy.
Ultimately, the video’s douchy atmosphere (and weird racial shit?) ruins what could have been a timeless commercial on par with Campari’s artful, transgressive spot for Red Passion.
We’re getting so close to the point where we have the tools to outstrip the industries that co-opt us. For example, with the advent of the RED, the Mark II, and the upcoming Blackmagic Cinema Camera, producing high-quality film footage is becoming more and more affordable. Kickstarter is providing a way for people to fund independent productions on a larger scale than ever before. So even as this Absolut ad tries to be futuristic, in many ways, it’s racing towards becoming a relic of the past – a time in which production quality belonged squarely to large advertisers with vapid aims. The future can’t come fast enough." - Posted by Nadya Lev