Leagas Delaney launches new Fanta campaign

- Leagas Delaney has developed a new £6 million TV campaign for Coca-Cola's Fanta orange drink.

- Leagas Delaney has developed a new £6 million TV campaign for Coca-Cola's Fanta orange drink.

The new ad continues the "fun with friends" theme of earlier executions, but abandons last year's kitsch tales of how Fanta has enriched the lives of fictional, exotic tribes. Instead, it focuses on hip London teenagers, messing about with their Fanta in a photo booth.

The 30-second commercial also drops the old line, "Fanta. Welcome to the world", in favour of "Fanta. Share the fun whatever" to fit in with a global campaign created by Fanta's US agency, Cliff Freeman & Partners in New York.

"Photo booth" features teenagers, chosen from the street to give the ad an authentic feel, adopting a variety of unusual poses. A hardline punk, for example is shown drinking Fanta out of a bone china tea cup, while another teenager tries to tries to slurp Fanta from a can balanced on his girlfriend's head. Mysteriously, the can remains floating in mid air even when his girlfriend leaves the booth.

The spot concludes with a passport photo of a can of Fanta and the new strapline.

Respected promo director Floria Sigismondi, best known for her pop videos for David Bowie and Tricky, flew in from the US to direct the commercial, which was shot through Academy.

The UK spot was jointly created by Tom Hudson and Leagas Delaney's executive creative director, Tim Delaney. It will be backed by a ratecard spend of £6 million in this country. Media buying and planning is being handled by Universal McCann.


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