When the US’s oldest and third-largest soft drink launched into
Australia’s pounds 1.7 billion market, Young and Rubicam Mattingly was
given the brief to encourage trial and persistent drinking among core
soft-drink consumers. Y&R went for the ’piece of America comes to our
shores’ route with a blockbuster starring the Statue of Liberty. The
spot opens on grainy scenes of New York as we watch the statue uproot
itself and head off into the ocean. The statue plods along its journey,
finally resurfacing just outside Sydney, Australia. It emerges from the
ocean in front of two phlegmatic fisherman drinking Dr Pepper.
’American?’ one asks. ’Yeah,’ his mate replies.
’Could get used to it,’ the fisherman says as the statue takes up its
new place by the Sydney Harbour Bridge.
Agency: Young and Rubicam Mattingly
Client: Cadbury Schweppes
Writer: John Skaro
Art director: Roger Nance
Directors: Peter Cherry, Paul Butterworth
Production company: Radical Media/Independent Films.