After doubling its marketing investment, convenience chain 7-Eleven is making a big splash with a colorful campaign that focuses on its eclectic audience.
Created by agency 360i, “Take It to Eleven” uses four 30-second ad spots to celebrate the joy of little conveniences and the natural diversity of its wide-reaching consumer base.
One short, for example, shows how the ease of getting a cup of coffee energizes a group of Japanese rockabilly enthusiasts. Another installment features an older Black roller skater gliding in and out of a shop for a quick and visibly refreshing Slurpee run. In a spot that takes place at night, the Big Gulp lures a seriously cool all-female group of lowrider bikers.
For the brand, “Take It to Eleven” was a chance to show off the many communities that contribute to the brand’s joyful spirit.
“The talent we’re featuring all exude the confidence and joy that comes with making the most of each moment and being your authentic self,” 7-Eleven’s CMO Marissa Jarratt told Adweek. “These are authentic stories that, like this campaign, go a little over the top to feed the joy of people from all walks of life.
The campaign was directed by Harmony Korine, whose credits include the 1995 drama Kids, 2012’s Spring Breakers and a collaborative relationship with Gucci. Per Jarratt, Korine’s telltale youthful touch is pervasive throughout each installment.
“Harmony has worked a lot in the music industry, and audio design is a huge part of this campaign, so having him helped us capture that energy, movement of talent and the vibe they were giving off in the moment,” she said. “He helped us bring our brand voice to life in a whole new way that hopefully resonates with our current customers and also those new customers we’re trying to get to think about 7-Eleven differently.”
“Take It to Eleven,” which will run throughout the year, continues the company’s penchant for fun marketing strategies. This year, the brand pulled one of the more memorable corporate April Fools stunts by swapping Twitter feeds with rock band 311.
