Big, fat, ginger-haired bully boys herald a new twist in the drive
to get more people to drink Orange Tango, which will be unveiled in a
new campaign by HHCL & Partners next week.
The commercial treads a fine line between fear and farce as it shows a
non-Tango drinker, James, whose home is invaded by a host of
The persecutors burst in on the hapless James as he swigs a bottle of
’James rather dislikes the untamed aggression of Tango,’ the voiceover
says. ’Well ... we know where you live.’ The golfers proceed to torment
him by repeating everything he says through orange plastic megaphones.
By the end of the commercial, James caves in and drinks Tango.
’The premise of the commercial is that we’ve gone long enough saying
’please drink Tango’. If people are stupid enough to drink other drinks
then we have to show them the error of their ways,’ Angela O’ Farrell,
account director at HHCL, explained.
The campaign ties in with a promotion of the megaphones, which can be
ordered via a phone number given on the commercial.
The 40-second launch ad and a ten-second follow-up were written by
Jonathan Burley and art directed by Ian Williamson. Jeff Stark directed
the commercials through Stark Films and media on the pounds 2 million
campaign is handled by MindShare.