Absolut has spent the last 28 years making iconic ads where the focus was the bottle. However, this year they've decided to freshen things up and embrace change. Their new "In An Absolut World" campaign, features photos from a world where everything is as fantastic as Absolut.

Ads portray pregnant men and their beaming female spouses, Times Square as a fine-art gallery, and protesters and police settling differences with pillow fights.

All of this is intended to show Absolut as the ideal vodka in a landscape crowded with luxury upstarts.

Absolut, has fallen to the number two vodka brand in the world, having lost customers to Grey Goose, Belvedere, Ketel One and other upstart luxury brands. They're hoping these ads will push them back to number one.

I'm not sure what I think about these ads. On one hand I like them, but on the other I'm thinking guys might avoid Absolut from now on - I mean who wants to drink a vodka that will make you preggers? What do you guys think, do you like the new campaign?

Source: Advertising Age