Title | HUGS |
Brand | ABSOLUT |
Product / Service | VODKA |
Category | A02. Beverages - Alcoholic & Non-Alcoholic |
Entrant | TBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES |
Entrant Company: | TBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES |
Advertising Agency: | TBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES |
2nd Advertising Agency: | TBWA\CHIAT\DAY New York, USA |
Production Company: | PERSON FILMS Culver City, USA |
3rd Production Company: | FILM PLANET Buenos Aires, ARGENTINA |
Credits | |
Executive Creative Director | Worldwide Creative Director: Mark Figliulo |
Creative Director | Melvin Mangada And Marci Reyes ( Philippines) ; Rob Smiley ( New York) |
Agency Producer | Senior Producer: Jason Souter |
Advertiser's Supervisor | Account Director: Colby Webb |
Account Manager | Director Of Broadcast Production: Ozzie Spenningsby |
Account Supervisor | Keiko Kurokawa |
Director | Michael Haussman |
Producer | Tim Kerrison |
Editor | Final Cut New York; Editor : Rick Russell |
Sound Design/Arrangement | Sound Mixer: Tom Jucarone |
Music Artist/Title | Louis Armstrong/ " A Kiss To Build A Dream On" (USA version ONLY) |
Art Director | Denise Tee (Philippines); Aaron Adler And Marta Ibarrondo ( New York) |
Lighting | Director Of Photography: Paul Cameron |
Post Production | Executive Producer: Michael Mcquhae |
Other Credits | Executive Producer: Karin Stuckenschmidt; Prod Manager: Elena Massa; Asst Editor: Patrick Colman; |
The "Hugs' ad is an exercise in restrained buoyancy, presenting a softly-lit parallel universe where affection is coin of the realm, a kiss on the cheek the sanctioned currency. Scored with the Louis Armstrong standard, "A Kiss to Build a Dream On," it ends with the "In an Absolut World" tag and an understated product shot. The "Hugs" spot, built as the TV extension of a brand campaign that launchedin spring 2007, aired after 10 p.m. Sunday in New York, Los Angeles, Chicago, Boston and 10 other top-20 markets, an ambitious local buy reaching 31 percent of all U.S. TV households.