Absolut Elyx and Water For People have released a video starring and directed by Portlandia's Fred Armisen.
With the aid of a number celebrities including actors Miles Teller, Tracee Ellis Ross, Taylor Kitsch, Chloe Sevigny, Alia Shawkat, Paul Scheer and more, the video underlines the vodka brand's commitment to the cause.
For every bottle of vodka sold, Elyx will provide access to one week of safe water (140 litres) to someone in need through Water For People as the brand looks to cement social impact integration at the core of its identity.
Jonas Tahlin, chief executive of Absolut Elyx, said: "While a spirits company and water non-profit may seem like an unlikely pair, water is the foundation of both our organizations. We also share a commitment to integrity and sustainability, and together we hope to amplify the goals and urgency in solving the global water crisis.”
Eleanor Allen, chief executive of Water For People, said: "Water For People’s goal is to bring access to safe water to Everyone Forever and we are thrilled that Elyx is joining us on this mission."
“By joining forces, Elyx will help us reach and engage new audiences, support our programs around the world, and ultimately bring access to water to 100,000 people.”