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Absolut's provocative new film features a string of diverse people taking part in a choreographed kissathon.

The campaign, which coincides with Pride in London, marks the brand’s long-standing support for LGBT rights but reflects broader themes of acceptance and freedom. The ad was created by Ian Heartfield, Felipe Guimaraes, Lambros Charalambous, Paco Conde and Beto Fernandez at BBH and directed by Aoife McArdle through Somesuch.