Why Absolut's 'bottle' print ad is the greatest of all time

Absolut vodka
(Image credit: Absolut)

In today's digital landscape, print advertising is often declared defunct. But rumours of the format's death have been greatly exaggerated. Some of today's most iconic ads show no sign of the dreaded 'pivot to video' – and perhaps the most iconic campaign of all is also the longest running.

Absolut Vodka has produced over 2,000 variations of its 'bottle' ad since 1980, in the perfect advertising encapsulation of the phrase, 'If it ain't broke...' And through sheer repetition, it managed to turn what could have been a one-hit wonder into one of the best print ad campaigns ever.

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Daniel John
Design Editor

Daniel John is Design Editor at Creative Bloq. He reports on the worlds of design, branding and lifestyle tech, and has covered several industry events including Milan Design Week, OFFF Barcelona and Adobe Max in Los Angeles.

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