“The” is the new black.

First came Land Rover last year and their “The” Land Rover campaign. Now it’s Absolute’s turn. As Neil French said, when in doubt, take an element from the label and focus in on that. I’ll add something to that nugget: barring the label trick, add the word “The” next to your product shot. Possible applications for other brands are endless though: “The” McDonald’s. “The” Glade. “The” Kraft Macaroni and Cheese.

Tags: advertising, brand, Land Rover