Never one to shy away from making complicated and socially aware ads, Vodka firm Absolut’s latest effort covers the history of the planet from the “big bang” right up until today – some 14 billion years and all done in just over a minute.

The new spot by BBH London is all part of the brand’s new global campaign and was directed by cinematographer Emmanuel Lubezki who won Oscars for Gravity, Birdman and The Revenant. Check it out below:

Commenting on the ad, BBH’s ECD, Ian Heartfield, said: “Great ideas happen when people get together, more often than not the best of these ideas occur at night.

“This film is a celebration of the greatest idea that came from a night—the creation of life itself. It is the perfect launch for ‘Create A Better Tomorrow, Tonight,’ Absolut’s celebratory call to arms.”