Heat 'Goes Where Other Fruit Can't'

SAN FRANCISCO Independent shop Heat, formerly Black Rocket, broke its first work this week for PepsiCo’s Tropicana FruitWise snacks, the brand’s new line of fruit strips, bars and beverages.

The campaign consists of three 30-second regional television spots and integrated print work that employ “Goes where other fruit can’t ” as a tagline.

Alison MacLean of Park Pictures directed the TV ads, which were post-produced at Phoenix Edit, Effects & Design.

The spots show men and women, dressed in giant fruit costumes, who are revealed at the end of each ad as dejected produce that was left behind.