Marketing masters Swedish House Mafia are at it again. Axwell, Sebastian Ingrosso and Steve Angello have made a fantastic name for their group via viral media, grandstanding joint shows and now, an ad campaign.
Although the Swedes have had limited releases, they have successfully harnessed the growing electronic music trend by performing at MSG in December, planning a show for 65,000 fans next summer at the Milton Keynes Bowl and luring Ultra devotees to their separatist Masquerade Motel pop-ups in Miami.
Given that SHM’s ad campaign with Absolut has now made it to the big leagues, aka commercial time during the Daily Show, definitely make sure that you glimpse the video, the full version of which is here. SHM’s newest single ‘Greyhound‘ is the featured soundtrack, the title of which is now clearly linked to the pink grapefruit vodka that it is stumping for. As any experienced drinker knows, ‘Greyhound’ is the name for a mix of vodka and grapefruit juice. Ahhh it all makes sense now. The ad campaign is now rolling out in the US and will journey to Europe this summer.