ABSOLUT | ABSOLUT HUNK Sex and the City collaboration

To make the ABSOLUT brand a pivotal plot point in the episode of Sex and the City, “Hop, Skip and a Week.”

Inspired by iconic 1970’s pin up posters (Burt Reynolds, Farrah Fawcett) we photographed Jason Lewis who played the character, Smith Jarrod in SATC. We knew the imagery needed to be disruptive and surprising within the content of the show and chose the most eye catching, unforgettable pose with the classic ABSOLUT bottle, strategically placed. The faux ad was prominently featured in seven scenes and resulted in global media coverage and a sales spike of 21% for the ABSOLUT brand.