Deutsch L.A. is launching its first work for 7UP, an account it quietly won from mcgarrybowen last year.
The spot, “Light it Up” features DJ Tiësto as part of the #7 x 7UP pitch that features seven musical artists in support of the brand. It was produced by Deutsch’s DLAtino multicultural unit, which was created last summer and has also worked for agency client Taco Bell.
Dr Pepper Snapple Group is trying to reach Latinos through their favorite music and Tiësto, although Dutch, is one of the top DJs and popular electronic dance music artists among Latino audiences. The agency said the commercial was shot in a Valparaiso, Chile hillside village because that location invoked many Latinos’ memories of visiting families. Deutsch staffers rewired the village to light the ad and built a performance space that was later donated as a park.The agency said that during the commercial’s filming Tiësto played for three nights, from dusk to dawn, performing for local fans even when the camera wasn’t rolling.
Deutsch said execution of the new 7UP commercial underscores the way marketing to Latinos has changed, with content becoming more mainstream in English, not Spanish, and the placement of more emphasis on culture. Interpublic agency Deutsch has worked for Dr Pepper Snapple Group on brands like Dr Pepper since 2008.