Tango "infomercial" by 101

Tango's return to TV advertising after a two-year hiatus has been an odd one.

After baiting viewers with a saccharine launch film, the brand introduced Rodney Cloomb, a Tango obsessive who watched the first ad and didn’t like it. Now comes another left turn. 101 has created an eight-minute online film set in a shopping channel and showing a Tango salesman describing the five stages of tang you experience with every sip of the drink: nose tang, sting tang, woo tang, boo tang and smoo tang. The brand promises there’s more to come over the summer. The work was created by Jack Willoughby and Serhan Asim, and directed by Matthew Holness through Moxie Pictures.

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