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Company: V&S Vin & Spirit AB
    View Company Scorecard / Contact Company
Brand: Absolut Cut
Ad Title: Cut The Crap
Business Category: Alcoholic Beverages
Media Outlets: Television
Country: France
Region: Australia/New Zealand
Agency: TBWA Worldwide
Year: 2006
Target: Mainstream
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Theme(s)

Same-Sex Couples/Families

GLBT Inclusion

GLBT Punchline (laughing with)

Miscellaneous Stereotype

Theme Breakdown

AdRespect Score: 
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A mother and son are having a discussion in the kitchen about what's going on in each other's lives. The actual verbal exchange between them is stilted and artificial, with each of them playing the other's game.

Captions appear on the screen to clarify what the two are really saying.

The mother asks, "So... How's your love life?" and the caption beneath reads, "So... Do you like boys or girls?"

The son responds, "Great. I'm dating a flight attendant. She's blonde." The caption says, "Great. I'm sleeping with a go-go dancer. He's built."

With reservation, mom says, "Oh that's wonderful honey." According to the text on the screen, she means, "So, it's a boyfriend."

Mom continues: "When do we get to meet her?" but the caption reads, "Dad is going to love this."

The son tells her that his made-up girlfriend "travels a lot," but he means "Not in a million years."

In a passive attempt to get the last inner-laugh, the son asks, "What about you? How's your backache?"
But the text reveals what he wants to be inferred by his question: "What about you? Still sleeping with your chiropractor?"

The mother looks pensive and gives a reserved smile, knowing her secret's "out" as well.

In large type, the screen reads "Cut The Crap."

The product is shown and its ingredients featured: "Absolut Vodka, Soda Water, Natural Citrus"

The ad scores well because it is self-aware, and the mother comes off shadier than her son on account of her veiled, passive-aggressive approach to communicating with her son.

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Kris Doubles , St. Petersburg, FL
Brilliant!
John , London, UK
Love it. Great ad!

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