CHI unveils latest 'fruit hit' Orange Tango spot

Britvic is promoting its Orange Tango brand with a new television spot that continues the theme that people will go to great lengths to maximise the fruit hit they get from drinking Tango.

The campaign, created by Clemmow Hornby Inge, breaks on 17 May and will run across national terrestrial and digital TV stations including ITV, Channel 4, five, E4, Sky One, Nickelodeon and MTV. Media is planned and bought by MindShare.

In the latest spot, a man has rolled himself up in a carpet full of oranges and positioned himself on top of a pyramid of large pipes, held together by rope, at the top of a hill.

At the end of the rope is a goat, which, as it munches grass, pulls the ropes until the pipe pyramid falls apart and the man is sent rolling down the hill, until he smacks into a tree at the bottom and the oranges surrounding him burst.

The spot ends with the line: "You know when you've been Tangoed."

The ads were written by Alex Ball and art directed by Christer Andersson.

The film was directed by Ulf Johannson through Smith & Jones.

The ads for Orange Tango follow the Apple spots that launched last month, which feature a man Velcroed to a ceiling waiting to fall into a bath of Apple Tango.

CHI's work for Tango has won a number of awards. This year, the agency picked up the Agency of the Year accolade at the British Television Advertising Awards ceremony, for its "seal", "barrel", "barrel miss" and "postman" spots for the drinks brand.

Last year, the agency won a gold Lion at Cannes for its work on the brand.

The agency won the account from HHCL & Partners in 2002.

More recently, CHI won further briefs from Britvic, including the Ame, Britvic 55 and J2O brands.

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