7-Eleven Debuts a Stylish Campaign That's as Eclectic as Its Consumers

Directed by Harmony Korine, 'Take It to Eleven' brings some fun to the parking lot

Be among trailblazing marketing pros at Brandweek this September 23–26 in Phoenix, Arizona. Experience incredible networking, insightful sessions and a boost of inspiration at ADWEEK’s ultimate brand event. Register by May 13 to save 35%.

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.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in