Symbols in Graphics

Click to see Absolut Greyhound

Absolut Greyhound is a 60 second commercial created by TBWA/Chiat/Day. This commercial is introducing Absolut’s new line of Greyhound Vodka. At the same time they are doing a collaboration with DJ band, Swedish House Mafia introducing their new music and their last tour together.

Absolut’s target audience for this commercial were young urban influencers ages 25 – 35. Absolut Vodka was always known as a company that targeted a more older prestige group so now that they have their loyal followers within that group they wanted to reach out to a new group of loyal followers, the younger crowd.

As a high context a greyhound is a highball cocktail of vodka and grapefruit juice. Hence the reason at the opening of the commercial you see the man squeezing the grapefruit into the drinks of vodka. Also at the end you see the bottle of vodka on the tray with sliced grapefruit and the cocktail. In terms of symbolism greyhounds are seen as slender, graceful, breed dogs that are remarkable for keen sight and swiftness. They are one of the oldest varieties known and are figured on the Egyptian monument. Tied into the Absolute Greyhond French theorist, Jean Baudrillard’s statement, “the entire society is organized around consumption and display of commodities through which individuals gain prestige, identity, and standing,” rains true. Just with the symbolism of a greyhound being something of a pure breed and a great heritage, graceful and pure is attached the drink that makes you feel the symbol to which society has associated.

The commercial gives me the fell of the Hunger Games with the rich groups of young influencers to the side observing their race dogs. Gives the idea of a wealthy man’s sport. With the groups to he side with their couture clothes being served drinks. One young white girl waves at a young black girl on the other group as to say hello. The black girl hisses back as to say we are not friends, this is a race. Funny that the black girl was the angry one since in society black women are always portrayed as the angry black ones. During the race the dog that the black girl was cheering for fell. The black girl was upset, while the white girl who was saying hello in the first place seemed very happy for the others dismay. As to say karma is a bitch. The greyhound still picked himself off the floor and continued the race like a true winner does. As the dogs were bending the corner it seemed like the dog that was in the friendly white lady’s group was in the win but to the end of the race we couldn’t tell who won since the race was neck and neck.

The feel of the music gave the commercial youthful energy. The three members of the Swedish House Mafia controlled each dog in the race like they control the crowd at their concerts. The commercial had a very futuristic feel with wealth, class and youthful energy. “From this perspective, Baudrillard claims that commodities are bought and displayed as much for their sign-value as their use-value, and that the phenomenon of sign-value has become an essential constituent of the commodity and consumption in the consumer society.”