Mother has unveiled its first national television work for both Dr
Pepper and the new still fruit drink from Coca-Cola called Alive.
The new campaign for Dr Pepper dumps the 'To try it is to love it'
strapline, replacing it with: 'What's the worst that can happen?'
The two executions use the comedy metaphor of a classic American high
school movie and use the idea of a worst-case scenario to challenge
teenagers to try the drink.
'Emergency' opens on a teenage boy passing a chiller cabinet and eyeing
up some bottles of Dr Pepper. However, as he takes a bottle out asking
'what's the worst that could happen?', the whole cabinet explodes and he
is buried under a pile of groceries. The situation escalates
catastrophically once the fire brigade is called to cut him out. His
embarrassment is complete after he is carried naked through the crowded
streets of New York, live on television.
The Alive campaign introduces the statement 'Alive is ...' and features
the responses to some of the hundreds of British teenagers that were
asked the question: 'What is Alive?' The various television spots,
including a boy trying out a number of new hairstyles, will be supported
by a national poster campaign.
Both promotions were written and directed by Mother. The Dr Pepper ads
were directed by Brian Buckley of Hungryman Films in New York. The Alive
campaign was directed by Ringan Ledwidge through Harry Nash. Media
planning is through BBJ and buying is through Universal McCann.
The two campaigns are part of a pounds 30 million air-time assault by
Coca-Cola, which is simultaneously launching drives for Fanta (through
Soul), Coca-Cola (McCann-Erickson) and Diet Coke (Wieden & Kennedy). The
new work is the culmination of a review process begun by the UK and
Ireland marketing director, Charlotte Oades, last autumn.