Absolut Restraint (1997)

Absolut Restraint, 1997

This 1997 Absolut Vodka ad turns the brand’s signature bottle silhouette into body art. A heavily tattooed figure is photographed from behind, with an untattooed bottle shape left running down the center of his back.

The concept fits the long-running Absolut campaign’s habit of reimagining the bottle in unexpected ways, while the bold “Absolut Restraint” tagline plays against the elaborate full-body tattoo design.

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