Del Campo Saatchi & Saatchi Buenos Aires launched a new campaign for Schweppes targeting Generation X and taking an unusual approach for a soda brand.
The 90-second “One Day You’ll Understand” sees a group of men and one woman approaching middle age nostalgically explaining to youngsters what life was like before social media, dating sites, cell phones and airbags. A time of taping songs off the radio, dial-up Internet and reading body language “To find out if a girl liked you” (there’s an unfortunate subtle sexism to the ad, with a quick glance at the credits list giving a pretty clear indication as to why). “Today’s guys, used to the sweet taste of ease, let us tell you how things were a few years ago,” begin two men at the start of the ad, before launching into the nostalgic list of differences between life now and a couple of decades ago after a quick shot of Schweppes bubbling up in a glass. The pivot back to the brand at the end is, to put it mildly, a bit of stretch, delivered with the line, “They were hard times. But they made us courageous, gave us personality, and the skills to appreciate the flavor of character and the subtle bubbles of Schweppes.” The term “subtle bubbles” is kind of catchy, though.
“We believe that a person in their thirties or forties responds more to the message ‘enjoy life’ rather than the usual advertising messaging of ‘become a millionaire’ in a typical perfume ad,” the agency said in a statement. “Partly because that was the spirit of their time, and partly because they know by now that that yacht isn’t going to happen.”
Credits:
Client: Coca- Cola South Latin
Product: Schweppes
Title: “One day you’ll understand”
Agency: Del Campo Saatchi & Saatchi Buenos Aires
Executive Creative Directors: Ariel Serkin, Juan Pablo Lufrano, Rafael Santamarina
Creative Directors: Ramiro Rodriguez Gamallo, Matias Lafalla
Copywriter: Tobías Tercic
Art Direction: Hernán Garcia Dietrich
Head of Art: Mariano Espagnol
Senior Art Director: Fernando Lanuza
Agency Chief Production: Adrian Aspani
Agency Production: Juan Manuel Cuervo
Accounts Director: Agustín Castellanos
Client Relations: Luis Gerardin, Roxana Paciente, Federico Rolando, AgustinaPadilla.
Coca-Cola Creative Excellence Team: Guillermo Giménez y Brotons, Marina Saroka, Úrsula Carpena.
Production Company: Rebolucion
Director: Marcelo Burgos
Executive Producer: Patricio Alvarez Casado/ Ezequiel Ortiz
Producer: Chino Fernández
Postproduction Coordinator: Mariano Olivari
Postproduction: Ratio VFX
Sound: Portaestudio
Soundtrack: TDL