These Annoying Millennials Actually Have an Important Message for You

Seventh Generation and 72andSunny Do Switcheroo to Promote Bobble Bottle Brand

Published On
Nov 18, 2015

Editor's Pick

This new ad for Seventh Generation, created out of the brand's newly appointed agency 72andSunny, features scenes of the kind of free-wheeling, life-loving beautiful Millennials that have descended on advertising like a pestilent swarm -- so much so that perhaps you'd be tempted to click away or change the channel very, very quickly. But on closer examination, you'll realize it's a fake promo for a faux bottled-water brand, Once. As the young people in the ads drink away and have a ball with piles of the brand's empty vessels, a sarcastic voiceover belies the ad's real message:

Once is now. Once doesn't think twice. Once never looks back, never thinks ahead. Once knows the world's just a theme park that closes tomorrow. That's why we drink tomorrow today. No consequences, no regrets. Someone else can clean up our mess while we live for Once. Who gives a sh*t about the future? At least we're hydrated.

The ad then segues to the lines, "Time to end single use plastics. #endthetrend," after which Seventh Generation's reusable bottle, Bobble, takes center stage on screen.

Read more about the effort on


Nov 18, 2015
Brand :
Client :
Agency :
Executive Creative Director :
Guillermo Vega
Writer :
Matthew Carey
Lead Designer :
Wei Wei Dong
Senior Designer :
Nicole Karalekas
Senior Writer :
Rosswell Saunders
Junior Writer :
Ben Wiley
Junior Designer :
Brandon Mai
Junior Creative Technologist :
Tim Grover
Junior Writer :
Colin Frawley
Director, Production :
Lora Schulson
Producer :
Jenny Jones
Managing Director :
James Townsend
Brand Director :
Lauren Smith
Brand Manager :
Jonathan Weiss
Strategist :
Carol Chan
Business Affairs Director :
Julie Balster
Business Affairs Manager :
Laura Fraser
Chief Marketing Officer :
Joey Bergstein
Director, Marketing :
Brian Berklich
Associate Brand Manager :
Danielle Passingham
Production Company :
Cap Gun Collective
Director :
Mike Warzin
Executive Producer :
Jason Botkin
Producer :
Robert Mooring
Director, Photography :
Alex Disenhof
Editorial :
Lost Planet
Editor :
Kim Dub
Post Executive Producer :
Krystn Wagenberg
Post Producer :
Casey Cayko
Finishing :
Black Hole
Flame Artist :
Tim Farrell
Graphics :
Reginald Butler
Producer :
Tim Vierling
Telecine :
Company 3
Colorist :
Tom Poole
Producer :
Clare Movshon
Music Supervision :
Music and Strategy
Executive Producer :
Jenn Johnson
Sound Director :
Sound Lounge
Mixer :
Rob Sayers
Producer :
Mike Gullo

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