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Mort Künstler adds vigour to man vodka

Advertising, Illustration

Posted by Mark Sinclair, 2 November 2012, 12:33    Permalink    Comments (9)

American artist Mort Künstler brings his painterly, strong-jawed heroes to a new campaign for Maximus Vodka from Wieden + Kennedy, London...

Now in his early 80s, Künstler is well known for his oil paintings of famous scenes from American history, notably the Civil War, and his illustrations for paperbacks and men's 'adventure' magazines. He has also made posters for films such as Beyond the Poseidon Adventure and The Taking of Pelham One Two Three.

We've seen a fair bit of classic illustration being used in advertising campaigns in recent years – think Mother's work with artist Robert McGinnis for Stella Artois. In each case there seems to be a desire to tap into the aesthetic and attitudes of a particular time, but also to get back to the source of the original art, hence agencies hiring artists who are working well into retirement (McGinnis is now in his mid-80s).

Rise and Conquer is Wieden's first campaign for Brown-Forman's Maximus Vodka which launches in the brand's home market of Poland and rolls out across Europe later in the year. The new posters feature a bespoke typeface, Maximus, and a range of scenarios that would test the mettle of many of a modern man – swimming with massive sharks, or shouldering through some rapids, for example.

In other iterations, close-ups of Künstler's men's men are used. Here, grit and determination abound, with one evocative set-up showing a chap clenching some rope in his fist (shown top). What will happen next? Who knows. But it will surely involve some sweating and grunting.

More of Künstler's art is at mortkunstler.com.

Agency: Wieden + Kennedy, London. Creative directors: Robert Doubal and Laurence Thomson. Creative Team: Max Batten and Ben Shaffery. Creative: Nils Petter. Designer: Michael Bow. Illustrations: Mort Künstler/Tim Gabor. Retouching: Stanley's Post. Photographer: Richard Maxted. Retouching: Monkey London.

9 Comments

Copy is great too.
Nirav V. Patel
2012-11-02 15:24:50


Great!
Petr Kudla
2012-11-03 15:07:37


very cool
Jon Cleave
2012-11-04 11:09:33


I don't want to poo poo a lovely campaign, but this looks and sounds similar to the KesselsKrammer Bavaria Beer work that ran some time back.
ehbooboo
2012-11-05 06:29:51


I feel like less of a man for not having tried it – Thats what I think. What great revival and application of good rustic illustration.
Fenton
2012-11-05 09:47:42


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execution here.
action man
2012-11-05 13:45:35


Love this. It makes me want to drink vodka.
Jonny Challenger
2012-11-05 17:11:32


1:1 Bavaria Beer. But still a lot better then the usual vodka campaign.
Jackson
2012-11-05 22:56:56


http://www.creatie.nl/creatie/select/expression/10963.do

John
2012-11-15 10:39:00


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