Campaign spotlighted a new Absolut advertisement—created by BBH London—that really underscores how Absolut has gone from iconic, breakthrough advertising to awful bullshit. Absolut Global Communications Director Gaia Gilardini explained the campaign launched with Pride in London, but its message goes beyond LGBTQIA acceptance and inclusion. “We wanted to bring to life one of our core values and beliefs, which is that everyone should be free to love who they choose,” said Gilardini. “It uses a kiss as a metaphor for this expression of acceptance. But it’s a broader idea of acceptance—it’s not just tied to sexuality. Freedom to love who you choose goes further than just sexual preference.” Huh? To declare the vodka brand’s core values and beliefs include “that everyone should be free to love who they choose” sounds like, well, not sober thinking. The sentiment certainly isn’t among the values stated at the company website. And, sorry, but the orgy-like behavior depicted in the video makes the characters look as if they’ve had one Absolut Vodka Martini too many. Drink responsibly, but feel free to engage in irresponsible, unsafe sexual behavior. What makes it all even more obscene is that the “free to love who they choose” concept is reflected by BBH London in ways that run counter to the Absolut spirit of acceptance and inclusion. That is, BBH London exercises its right to freely choose whom to love by exclusively hiring a specific type of people. White people, that is. Acceptance and inclusion are MIA at BBH.