HHCL adopts aggressive tone in Tango ad

Big, fat, ginger-haired bully boys herald a new twist in the drive to get more people to drink Orange Tango, which will be unveiled in a new campaign by HHCL & Partners next week.

Big, fat, ginger-haired bully boys herald a new twist in the drive

to get more people to drink Orange Tango, which will be unveiled in a

new campaign by HHCL & Partners next week.



The commercial treads a fine line between fear and farce as it shows a

non-Tango drinker, James, whose home is invaded by a host of

Tango-drinking golfers.



The persecutors burst in on the hapless James as he swigs a bottle of

cola.



’James rather dislikes the untamed aggression of Tango,’ the voiceover

says. ’Well ... we know where you live.’ The golfers proceed to torment

him by repeating everything he says through orange plastic megaphones.

By the end of the commercial, James caves in and drinks Tango.



’The premise of the commercial is that we’ve gone long enough saying

’please drink Tango’. If people are stupid enough to drink other drinks

then we have to show them the error of their ways,’ Angela O’ Farrell,

account director at HHCL, explained.



The campaign ties in with a promotion of the megaphones, which can be

ordered via a phone number given on the commercial.



The 40-second launch ad and a ten-second follow-up were written by

Jonathan Burley and art directed by Ian Williamson. Jeff Stark directed

the commercials through Stark Films and media on the pounds 2 million

campaign is handled by MindShare.



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