This Louis Vuitton trash bag is fake. News that Kanye West is designing for Louis Vuitton is not.

This Absolut ad is fake. This Absolut infomercial ad featuring Kanye West is not.

And this screaming rant written by Kanye West? Alas, it is also true.

These two ads are new spots from Absolut Vodka, which are paired with a TV spot labeled “Dissection,” which they hope pushes the message that the brand’s infused flavors, Pear and Mango, are as naturally a part of the flavor as the distilled vodka itself. The ads are part of Absolut’s “In An Absolut World” worldwide campaign, which replaced the “Absolut _____.”

But if you’re a consumer of gay media, the message Absolut is trying to send is a little different.

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In an Absolut world … consumers forget about your old campaign. Or at least embrace your new one.

And that’s been the good news for the Swedish liquor company, which last year ditched its “Absolut ______” bottle-shaped print campaign for the global launch of the fresher “It’s an Absolut world.”

And in what many might call a saturated vodka market, Absolut is seeing gains: sales are up nine percent, with market share in the U.S. increasing, reports AdAge. Absolut is the nation’s No. 2 vodka, behind Smirnoff.

Absolut also has two other spin-off campaigns: Global Cooling, which makes it chic to be green (but so does buying a Lexus), and Absolut Visionaries, where important types offer their marketing-friendly copy of what would their ideal, or Absolut, world would look like.

For some, apparently, an Absolut world includes having vodka built into your blood cells. Some arguments, meanwhile, we don’t disagree with.