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Pernod Ricard is rolling out its recently-previewed television commercial for Absolut vodka across the world.

The company said today (20 April) that 'Absolut Hugs', which was premiered during the Grammy Awards show in the US in February, will run in all the brand's major markets starting this month.

The advert, which has both 30- and 60-second executions, depicts people using hugs instead of currency to make day-to-day transactions.

"The spot was very well received in the US, and we look forward to showing it to the rest of the world," said Matthias Aeppli, vice president of marketing at Pernod-owned Absolut Company. "We are launching this global campaign at a time when our competitors are making major cutbacks on advertising.

"This is our first global campaign under our new ownership, and 'Hugs' shows that Pernod Ricard is determined to keep the brand's long-term focus on creative marketing."

A dedicated website will launch shortly, which will include the adverts, behind the scenes material and other interactive features.

The ad and the behind the scenes film can be viewed here.


Sectors: Spirits

Companies: Absolut, Pernod Ricard, Ricard

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