Jun 18, 2010

Reviewed: Fresh Up & 7Up's latest TVCs

Ivan Wibowo, ECD at JWT Adforce in Jakarta, and Charles Ross, MD of Asian Art Fairs, share their thoughts on Fresh Up's 'Thirst is creepy' and 7Up's 'Refreshing icy' campaigns.

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Fresh Up's latest campaign by Colenso BBDO in Auckland sets out to get young New Zealanders to reengage with the brand and seek out Fresh Up when they are thirsty.

Charles Ross: Can I ask why? I understand that no one likes having parched lips, but I don't get the link between this and the masseuse. I'm just not getting this at all. Sorry.

Ivan Wibowo: This spot really gives me the creeps. I can imagine kids starting to make facial expressions while saying "Mom, I'm thirstyyy." It's got a viral effect on it and it will be an instant hit with kids mimicking it. Very fun and memorable.

7Up's 'Refreshing icy' campaign for Pepsi Co by BBDO China aims to establish a strong bubbly 7Up brand to communicate simple refreshing pleasure.

Charles Ross: I think this ad is brilliant. It makes me thirsty, and I don't even like 7Up. The advertiser has made me challenge my perceptions of the product and made me want to try it again. I will go and spend some of my hard-earned cash on a bottle and let you know.

Ivan Wibowo: An interesting idea for such a direct benefit. The commercial has a good post-production value, but I just think the branding from the start to the end of the commercial is overkill. It could be just water exploding from every corner of the city.

These comments were originally published in the 17 June 2010 issue of Media.

Source:

Campaign Asia

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