To the best of my knowledge, Absolut Vodka is the only current sponsor of the Salt Flats Robotic Dog Racing League. A bold commercial from a vodka company that is trying to separate from the well drinkers and appeal to people who are willing to spend some extra money for a weird and awesome style vodka that is perfect to drink out in the desert when watching robot dogs being controlled by DJs race each other.
The endorsement from Sedish House Mafia and the overall Hunger Games like scene in the commercial appeals to a younger crowd who enjoy clubs, high fashion and being a part of the upper class scene. These are not the type of people who have 9-5 jobs and go to their local dive bar for a beer and a shot for five bucks.
Absolut went full throttle weird in this very detailed and action packed story commercial. This is more of a micro movie with the robotic greyhounds. There are many layers to the characters in the short time we get to meet them and judge their bizarre choice of recreation, clothing and hair styles.
I like this commercial. It seems to stick in my head because it is so strange. The music is fast paced and fits the wild scene of the dog racing and the characters. It is one of those commercials that makes you stop and watch because you want to know what is going on with these strange people, and why can't I go to any fancy robot dog racing parties and drink vodka?
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