Howell Henry Chaldecott Lury has launched its new brand-building TV
commercial for Still Tango Orange featuring the former EastEnders star,
Tom Watts, in a pair of huge orange underpants.
The 40-second spot, entitled ‘pants’, focuses on the problems of
overheating and presents Still Tango Orange as the ultimate thirst-
quenching drink. The commercial uses the familiar ‘Ralph and Tony’
rewind technique to explain the drink’s refreshing qualities.
The ad focuses on a bloke called Carl who is sitting in a shopping mall
with his girlfriend. He takes a swig of Still Tango Orange. The replay
then reveals a pale and feeble-looking Watts, who played Lofty, on a
mission to provide ‘thirst aid’, wearing his oversized orange
underpants. Watts is accompanied by a child helper who is fanning him
with a piece of cardboard.
‘Wotcha,’ Watts says. ‘Remember me off the telly?’ He then explains that
he doesn’t overheat because he wears only his pants. However, according
to Watts, Still Tango works just as well. He demonstrates the cooling
properties of the drink using a bemused Carl as a guinea-pig, who
suddenly finds himself covered with huge orange arrows which demonstrate
how the drink cools down the body.
Watts’ final words are: ‘Stop! Make sure your have a drink when you are
thirsty. Overheating is serious.’ The voiceover from Ralph and Tony
announces: ‘We’ll all be checking our liquid intake from now on.
The ad breaks on national television this week and runs for four weeks.
Tango claims that four million people between the ages of 16 and 24 will
see it at least four times.
The spot was written by the HHCL creative team, Chas Bayfield and Jim
Bolton, and directed by Andrew Gilman through Academy.
Anita Andrews, Tango’s brand manager, commented: ‘The new commercial is
designed to make people think about rehydration in an entertaining way
and, of course, to get them drinking more soft drinks.’