NEWS: HHCL launches Still Tango TV blitz

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.

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.

Enormous.’



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.’