New Fanta ads by Soul target adult audience

The Coca Cola-owned fizzy drink brand Fanta has unveiled its latest TV campaign, the first since the soft drinks giant pledged not to promote its products to children aged under 12 years old.

The £3 million campaign, through Soul, ditches the animated children with long tongues used in previous ads. Instead, it has created two light-hearted executions, featuring victims of misfortune. They aim to show how Fanta can provide optimism in even the worst situations.

The first spot features a man who gets dumped by his girlfriend on holiday after he leers at a waitress. As she leaves him, a group of men in orange suits and women in orange bikinis start dancing around singing a song about how there are plenty more fish in the sea.

In the second execution, a bride-to-be is jilted at the altar. The singers and dancers appear and explain that she would have more fun if she went on her honeymoon with her friends instead of her fiance. It explains he will eventually turn out like his dad, who is shown looking unappealing as he picks his nose.

The ads end with the line "everything's fantastic", the chorus line of the song, which plays on the drink's name.

The ads were created by Neil Richardson and Olly Farrington, and directed by Bryan Buckley through Hungry Man. Media planning and buying is through Vizeum.

Coca-Cola pledged last year to stop advertising to children amid concerns over the contribution of sugary drinks to child obesity.

Soul's previous ads for Fanta, which broke in April last year, featured "tongueman" mistaking various orange-coloured objects for a bottle of Fanta.

The ads aimed to highlight how Fanta drinkers behave when the desire for the drink overcomes them.

Soul picked up the Fanta account in 2000 following a pitch against Lowe and Leagas Delaney.

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