Nestea 'snowballs' by Lowe Roche, Toronto

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Nestea Iced Tea, famous for its commercials in which people "take the plunge" by falling backwards into a pool of water, is taking the idea of media innovation and integration to the next step in this summer ad campaign by Lowe Roche, Toronto. The TV spot follows one guy's failed attempt to refresh himself with snowballs fired out of a tennis ball launcher, only to be rescued by a parachuting bottle of Nestea. However, hidden in the spot, savvy consumers will notice the web address, plungeandplay.com. Those who spot the address and visit the website are rewarded with an extended version of the commercial, and a videogame that is designed to extend the commercial even further by putting the consumers in the director's seat, and giving them control of the spot.

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Released: 14 June 2006

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Credits

Title
Snowballs
Client
Coca-Cola Canada/Nestea
Agency
Lowe Roche, Toronto
Creative director
Christina Yu/Geoffrey Roche
Art director
Basil Cowieson
Copywriter
Rob Sturch
Agency producer
Melanie Lambertson
Connection planner
Joy Sanguedolce
Director
Michael Downing
Director of photography
Andre Pienaar
Producer
Cindy Marshall
Executive producer
Aerin Barnes
Editorial
Alison Gordon, Relish, Toronto
Flame artist
Patrick Coffey, 567 Inc., Toronto
Online
Notch, Toronto
Interactive design agency
Indusblue Inc., Toronto
Creative director
Dayton Pereira

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