Absolut Vodka has become the latest consumer brand to ally itself with the fight against global warming. The spirits brand will act as the title sponsor of the "Live Earth SOS" short films series aimed at generating awareness for the global climate crisis.

The partnership begins at the 7/7/07 Live Earth concert at Giants Stadium in New Jersey.

"Live Earth is a bold concept that challenges and engages a widespread audience. This relationship is a key part of future consumer programming for Absolut vodka," says Tim Murphy, vice president of marketing, The Absolut Spirits Company. "We're confident our consumers will be inspired by the power and creativity of these efforts, and take actions to improve our environmental conditions. In the coming months, we will announce our global warming platform, which will be our nationwide initiative to combat the climate crisis," he adds.

Fifty of the SOS films will debut at the Los Angeles Film Festival on Live Earth Day, on 24 June, while the rest will roll out during the next 18 months. The films are aimed at educating audiences about the importance of the fight against global warming and starting conversations aimed at driving solutions.