Absolut Vodka has invested heavily in its tie-up with Tabasco – and a new ad puffs the partnership in an impressive, rule-breaking way.

There are no relatable human faces, nor dialogue. There isn’t even a voiceover. Instead we meet a group of people, strangely clad in silver fire proximity suits. A helicopter drops them off on an alarmingly active volcano – where a sign references both brands.

Accompanied by the counterintuitively chilled strains of Lou Reed’s Walk on the Wild Side, the adventurers ascend the slopes, somehow acquiring cocktail glasses along the way. They elegantly catch molten globs of lava in their glasses – a perfect, visually exciting way to express the nature of the drink – and settle down for a picnic.

A strong, unusual creative idea, with a dash of daftness: the perfect mix.

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