V&S Group has developed a TV advertising campaign for flagship vodka Absolut in the US.

The campaign, announced yesterday (16 January), marks the first time that the brand will be advertised on broadcast television.

The two 30-second spots will debut on cable networks including Comedy Central, Fox Sports Net and E!, and will incorporate online and print executions, which will roll out in next month.

"The new campaign will carve out new space and show where Absolut can go while staying true to its image as 'The Absolute Vodka,'" said Matt Aeppli, vice-president of marketing, The Absolut Spirits Company.

The broadcast spots illustrate a collage of "absolute" moments and icons, including 'The Absolute Morale Booster' (Marilyn Monroe singing for US troops) and 'The Absolute Road Trip' (first manned trip to the moon). The print advertisement features an Absolut bottle levitating over a colour-block table with copy that reads "The Absolut Vodka" - the image connotes an exclamation mark.

The campaign was created by TBWA/Chiat Day, the advertising agency of record for Absolut.