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Schweppes is usually considered a mixer for spirits. But in this whimsical naval spot, which is part of its new strategic brand platform titled “I Like It Like That,” the brand encourages consumers to drink it straight.
The beverage brand tasked TBWA\Paris with creating a campaign that would transform Schweppes into an “aperitif” consumed before dinner that people would look forward to daily and on the go.
The minutelong spot features a crew on a submarine emerging from the depths and setting up a bar on deck to enjoy a drink together and relax.
Directed by Fredrik Bond, the cinematic film is choreographed to emulate musicals from the ’50s and ’60s alongside the 1967 title track “I Like it Like That” by Pete Rodriguez.
“To emphasize and amplify the disconnection moment, we placed workers on a stressful job in an upbeat Westside Story setting to show that a Schweppes aperitif is not like any other; it’s uplifting and effervescent, it switches the mood,” explained Benjamin Marchal, executive creative director for TBWA\Paris.
The campaign will run across all European markets, having initially aired in France and Belgium. Digital assets and an outdoor campaign will run in the coming weeks across Spain, France and Belgium to support it.
Advertising managers: Cesar Vargas, Elise Seibold, Julia Martinez Garcia Carpintero, Corina Iordarche
Agency managers: Jonathan Serog, Julie Montagne, Amalia Mateos-Gella, Louis Mainbourg
Executive creative directors: Benjamin Marchal and Faustin Claverie
Artistic director: Sébastien Guinet
Copywriter: Josselin Pacreau
Head of creative producers: Maxime Boiron
Creative producer: Amer Zoghbi
Stink director: Fredrik Bond
Producer: Helene Segol
Digital district post producer : Carlota Xavier
Editing: Patric Ryan
Grading: Didier LeFouest
Sound production: \ELSE
Head of music and sound: Olivier LeFebvre
Sound producer: Ambroise Cabry
Sound engineer: Benoit Mouet, Ma LaBarthe, Matthieu Seignex, Benjamin Falsimagne, Alexandre
Title: I like it
Compositeurs: Tony Pabon, Manny Rodriguez
Editor: EMI Longitude Music
Creative director: Julien Gragnic
Senior artistic director: Christophe Courty
Artistic director: Félix Prunier
Copywriter: Alessandro Cerutti
Motion designers: Redwan Benammar, Jiaxin He
Integrated producer: Fanélie Rodoz
Director: Vincent Gapaillard
Director of photography : Jean Poisson
Producer: Alexandra Chavane
Post-prod image: Else & Proximity
Senior artistic director: Sébastien Guinet
Artistic directors: Audrey Lucey, Manon LeBreton
Copywriter: Josselin Pacreau
Art buyer: Elise Kubler
Photographer : Chloé Gassian
Agent: Zeynep represents
Stylist: Alexandra Conti
Food stylist: Victor Pillet