Unless you watch your public-access channel a lot, the new campaign for Snapple is not the kind of thing you see on television every day. In it, real bottles of the beverage are personified. Well, not just personified. The lemon, lime and apple-flavored juices and teas are personified very poorly. But that’s the point. The ads-which feature bottles crudely dressed in tiny wigs and jewelry, acting out various scenarios-look like the work of a Snapple devotee who has way too much time on his hands.
"Snapple was looking to go back to [the brand’s original] quirky, homemade feeling," said David Rosen, VP/associate creative director/copywriter at Snapple’s agency, Deutsch New York. "We wanted to make advertising that looked as if two guys who worked at Snapple had to create the campaign, and did it by cutting wigs off Barbie dolls and gluing them on the bottles."
CLIENT
Snapple Beverage Corp.
PRODUCTION CO.
Bob Industries, bicoastal.
Dayton/Faris (Jonathan Dayton and Valerie Faris), director; Jim Hawkinson, DP; T.K. Knowles, John O’Grady and Chuck Ryant, executive producers; Bart Lipton, producer. Shot at Occidental Studios, Hollywood, and on location in Hollywood.
AGENCY
Deutsch New York.
Kathy Delaney, executive creative director; Scott Bassen, VP/associate creative director/art director; David Rosen, VP/associate creative director/copywriter; Jim Frame, executive producer; Bruce Andreini, producer.
EDITORIAL
3 Fingered Louie, New York.
Jonathan Smalheiser, editor; Kevin Halleran, assistant editor; Lynne Mannino, executive producer.
POST/VISUAL EFFECTS
Brickyard VFX, Boston.
Geoff McAuliffe, colorist/online editor/Flame artist; Dave Waller, Flame artist; Kirsten Andersen, visual effects producer.
Eyeball NYC, New York.
Limore Shur, creative director; Mike Eastwood, executive producer; Nina Goldberg, producer; Jimmy Fingers, Julian Bevan and Rachel Riggs, designers; Stuart Simms, 3-D design; Alex Moulton, editor.
AUDIO POST
Blast Digital, New York.
Joe O’Connell, mixer.
MUSIC
Duotone Audio Group,
New York.
Pete Min and Carla Capretto,
composers.
SOUND DESIGN
3 Fingered Louie.
Jonathan Smalheiser, sound designer.
