Tropicana "Squeeze"

I’m torn over Arnell’s “Squeeze” campaign for Tropicana. The name does immediately bring freshly squeezed orange juice to mind, and the “It’s a natural” tag deftly suggests the 100 percent pure premium nature of the brand. The new carton’s also pretty snappy. My problem: The over-bright, sugary sweetness of the visuals. They’re straight outta Mad Men-era chirpy-family sitcoms like Leave It to Beaver or Make Room for Daddy. Such idealized families were Hollywood inventions, even when Ike and JFK sat in the Oval Office.