at, who once had famously quipped, "I want to see how big I can get before I get bad," sold his agency and retired from the business before either happened. The buyer was TBWA, whose chief, Bill Tragos, used to boast how his agency was "built, not bought"- before he sold out to Omnicom (Rothenberg, 13). This agency has produced many interesting advertisings through its history. Nike, Nissan and Apple Macintosh are just some of them (Historical, sect.1). However, the most extraordinary and famous advertising campaign of this agency is Absolut Vodka.
             It started in 1981 when the Swedish company producing Absolut vodka in the city of Ahus turned to Chiat/TBWA for help in conquering American liquor market. Absolut company gave an agency a very good product with an artsy bottle and memorable name and an agency did the rest. The heads of the agency, Hayes and Turner, decided to create pure visual campaign for their new client.
             Absolut campaign has many series of different types of ads. Just a few of them are: Absolut product, Absolut objects, Absolut cities, Absolut art, Absolut fashion and Absolut flavors. The first category was the Absolut product when advertisers focused on the image of the bottle itself. Every ad from this period has practically the same photograph of the Absolut bottle. All ads are done in black, white and blue. The background is dark except the spotlight behind the bottle. The tag contains only two words written in bold white sanserif typeface on the bottom of the page. Early ads overwhelm with the simplicity of its idea and execution. Most ads use symmetrical lay out with set margins and no diagonals on the page. The type is extremely legible. Artists do not crowd the page and have just few design elements. This first category consists of such wonderful adverti
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