This was the first ad that we created for the paid media campaign for ABSOLUT. It was designed to run on NYTIMES, Wired, and CNET. One of the main challenges was to get the imagery to look good, while living under the 60k file load limit.  This ad ran in 2001, when file sizes for ads were between 10-15k, and rich-media ads were around 30k.  At the time we worked with ad caching technology that would allow for the ads to load into the cache on the computer an play once it has been loaded. I felt strongly that the ad needed to have a prescribed button to take you to the absolut.com site, in order to build trust with users.