Absolut Vodka and Kanye West are testing the power of viral marketing by releasing a spoof infomercial online.
BeKanyeNow.com, the website for Absolut’s newest celebrity endorsement campaign, features West starring in an ad for “Be Kanye,” a fictional pill that the rapper says will turn you into him.
The concept is that “In an Absolut World,” anyone could become Kanye West. However, the tablet is a goof; the ad plugs Absolut, even though the campaign slogan “In an Absolut World” is only mentioned once in the video.
The website is hosted by Absolut, and requires legal age verification to enter.
Absolut is also a sponsor of West’s Glow in the Dark Tour, currently in progress, to support his Grammy-winning album, Graduation.
The “In an Absolute World” campaign features other celebrity endorsers, including Zach Galifianakis, a comedian who also spoofed Kanye West’s video “Can’t Tell Me Nothing.”
Galifianakis, who did the Funny or Die Comedy Tour with Will Ferrell, teamed up with comedy duo Tim Heidecker and Eric Wareheim of the Adult Swim program Tim and Eric Awesome Show, Great Job! for his Absolut commercial.
Absolut also features “In an Absolut World” slogans by the websites Thrillist (”In an Absolut World all your spam would be true” and TreeHugger (”In an Absolut World everything would be downloadable”) and the nonprofit organization Live Earth Concerts for the Climate Crisis (”In an Absolut World none of these films would be necessary”).
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