An Absolut-ly lava-ly concoction

Wieden+Kennedy London’s debut work as Absolut’s new Global AOR promotes a spicy innovation blending Absolut’s winter-wheat vodka with Tabasco's legendary red pepper hot sauce, a recipe for an explosive Bloody Mary.

Directed by Leigh Powis, through ProdCo, the campaign's hero film uses a mix of real volcanoes – shot at the volcanic fields south of Reykjavík, Iceland – and large-scale models to keep it looking visceral and authentic. 

It’s all set to Lou Reed’s Walk on the Wild Side – a nod to Absolut’s history with the artist. The brand previously collaborated with The Velvet Underground in the Absolut Album Covers series in the early 2000s and has appeared in lyrics by Lou Reed.

Freddy Taylor and Philippa Beaumont, Group Creative Directors at Wieden+Kennedy London said: “When we won the Absolut pitch, we never dreamt our first piece of work would take us to the volcanoes of Iceland, partnering the world's most famous hot sauce; but when you're working for a brand with a creative legacy as rich as Absolut's, big things feel possible. In 2026, keeping someone’s attention for more than six seconds is a challenge. That’s why we’re returning the brand to simple, witty, ‘smile-in-mind’ work. We want to create the kind of images people save, pin, and hopefully one day soon, hang on their walls again.”