A nice, short and sweet spot by
Fred&Farid for Schweppes tonic water. A few days ago I was talking about
the fun, simple directness of Oasis’ “We have sales targets” ad. Well, Schweppes
takes a quite different take on the challenge, and it’s pretty eye-catching as
well. It’s adult, slightly sensual and, well, pretty mouth-watering.
Typical France, right?
I mean, there’s actually nothing all
that French about ice cubes, tonic and citrus peel, the elements that make up
the core imagery of the spot. But it does feel rather French, in a stylish (and
slightly off-kilter) way.
The “What did you expect?” campaign
started last year, featuring the star power of Penelope Cruz, but if anything I
think that this new effort is even stronger. Using a celebrity can be fun but
it always runs the risk of overshadowing the product itself.
Most importantly, the new spot is simple
and tightly scripted, down to the fun little “Cheers” at the end. Ice, tonic,
peel, moment of attractive characters staring at each other, done. It’s snappy,
straightforward, and manages to make a soft drink not just premium, but
outright glamorous.
And visually, it’s pure “thirst
appeal”, and the product is the hero throughout – without it feeling over-sold.
It’s just a beautiful, rather irreverent wee ad.
Now I really want to go into bars
and just order Schweppes tonic on ice. With a bit of lemon peel.
This is strange.
Did I just get advertised to?
Check out the ad below.
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