|The ABSOLUT SEVEN Collection is comprised of seven ads, symbolizing the seven deadly sins, with an introductory ad thrown in for good measure. Initially, the Greek monastic theologian Evagrius of Pontus drew up a list of eight offenses and wicked human passions. Then, in the late 6th century, Pope Gregory the Great reduced the list to seven items - the seven deadly sins of
ABSOLUT SEVEN is the introductory ad, showing the Absolut Vodka bottle in the traditional presentation: resting on a reflective surface, spotlighted against a dark background. (All eight ads are shown in this traditional setting.) Here, there's a white halo hovering over the bottle. The typical Absolut info is printed up the left margin of all eight ads in the collection: TBWA, ©2001 and photo by Michel DuBois.