First Pernod ads for Absolut

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The first UK ad for Absolut since the brand's purchase by Pernod Ricard last year will appear from tomorrow (March 27).

The ad will appear at outdoor digital sites in Canary Wharf, on London Underground screens and the internet.

Titled Protest, the ad depicts a showdown between police and demonstrators which is resolved with a pillow fight.

It fits into a campaign which has been dubbed In An Absolut World, "depicting a world where all conflict would be resolved in peaceful and light-hearted exchanges," according to the spirits giant.

The campaign will run until April 2 and will feature on a range of online news sites including The Times, The Guardian, MSN and Yahoo.

Mark Hamilton, head of marketing for vodkas at Pernod Ricard UK, said: "This is the first activity Pernod Ricard UK has undertaken since acquiring the Absolut brand so we wanted to ensure that the advert delivered genuine impact for consumers - likely considering the upcoming G20 summit.

"Protest marks the UK launch of In An Absolut World - our first step towards bringing Absolut back into the spotlight.

"It also sets the tone for a revitalised program of Absolut activity to come in 2009, which we believe will create huge anticipation and excitement amongst consumers and our trade partners in the coming weeks and months."

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