F*** This S***

Absolut has broken into the branded content game in a big way. I'm sure this isn't their first time -- but with big ticket names such as Jay-Z and Spike Jonze this surely stands out on its own. Overall, I think these are great, great films -- very authentic and original and I think they give the brand an aura of creativity, originality, and bigness. They clearly spent time and investments to create something of value to connect with their audience and grow their brand. Not only are these films of high quality, but they also are entertaining and make me want to tell other people about them. Also, not to quote Zoolander, but Jay-Z and Spike Jonze are at the top of their game right now and both had to work their way up from the bottom (selling drugs in one case and making skateboarding videos in the other). My only criticism (and I'm sure there are many from other viewers) is that they censored a curse in Jay-Z's film. I mean we're adults (and technically we have to be to watch these films and enjoy the product) so why bleep out the word shit or fuck. Even though its a minor thing I feel like that was the one point where they compromised the integrity of the effort...someone from PR or Marketing made the call that cursing in the film was bad for the brand...we'll what about all the people who get drunk off the product and do much worse. For me bleeping out the curse word in Jay-Z's film really ruined what would have otherwise been a brilliant coup for the brand and the marketing effort. Overall, I think Absolut produced a polished film and had a good vision for what they wanted to accomplish. I just wish they would have had the cojones to just follow through and let the motherfucker say what he wanted to say how we wanted to say it.

Anyways, you can see both videos here: