Absolut Signage

Photograph by Jessica Helfand, 2006.

You’d have to have been asleep for a good part of the last decade to miss the Absolut advertising campaign that has plastered the world (and which, for that matter, has left the world that much more plastered.) Artists from Eric Adigard to Lisa Yuskavage have lent their visions to the now-ubiquitous bottle, a sort of anthropomorphized vessel that lends itself to a host of interpretations.

Including this one, photographed at the miniature golf park not far from where we live in the Berkshires. I’m deeply in touch with my inner schoolmarm, particularly when it involves typos set in stone — or in this case, emblazoned in metal. I call it: Absolut Boo-Boo.