TBWA launches debut work for pounds 2.5m Oasis campaign

TBWA GGT Simons Palmer has unveiled its first advertising for Cadbury Schweppes’ Oasis since winning the account last December.

TBWA GGT Simons Palmer has unveiled its first advertising for

Cadbury Schweppes’ Oasis since winning the account last December.



The pounds 2.5 million campaign introduces the Karma Brothers, a trio of

cool black men who hand out bottles of Oasis to people in stressful

situations.



The launch ad, ’beach’, features a sunburned Brit abroad who falls into

a fit of jealousy when he sees a tanned-looking local talking to his

wife on the beach. As his wife tries in vain to calm him down, insisting

that the local was ’only being friendly’, the Karma Brothers arrive with

a bottle of Oasis to save the day.



The ad introduces the endline: ’Oasis. Chill with the still.’ It breaks

on 24 May and will be supported by a series of radio ads that will go on

air to coincide with rush hour, when people most need to chill out.



Steve Cooper, marketing controller for Oasis, said: ’We conducted

research that shows people turn to Oasis when they are really thirsty

because it is more thirst-quenching than fizzy drinks. It also showed

that they associate the Oasis brand with escape. Life is getting more

stressful so the Karma Brothers are all about identifying situations

where people need to chill out.’



The ads were written by Ros Sinclair and art directed by Sean

Thompson.



They were directed by Ringan Ledwidge at The End. Media was planned and

bought by Zenith Media.



Saatchi & Saatchi, the agency behind the ’open, pour, be yourself once

more’ campaign, fronted by Lily Savage, resigned the account last

August.



The agency cited a conflict of interest with Sunny Delight, the fruit

drink it launched last year for Procter & Gamble.