This SunnyD ad is oddly watchable

Drink brand bows first campaign since 2015, created out of Terri & Sandy

Published On
Aug 03, 2018

Editor's Pick

Admittedly, when we first started watching this new ad for Sunny D--that classic OJ-ish drink from the '70s and '80s-- we thought it would end up being one of those typically cringeworthy children's cheesefests. Turns out, it's kind of strangely watchable.

The opening scene--a kid in big glasses getting ready to throw down at his home mixing table-- seems to indicate the ad will be going in the aforementioned direction, but as soon his tune kicks in the spot sucks you into a mesmerizing interplay of sight and sound. Despite more potentially eye-roll-inspiring scenes--kids dancing in school hallways, cruising along the beach--the combination of music--an original track from DJ Kass (the YouTube star behind the track "Scooby Doo Pa Pa"), choreography, art direction and twitchy GIF-inspired editing, turns what could have been a generic message into a film sure to draw some eyeballs.

Targeting the Gen Z set from 13-18, the spot bears the tagline "Boldly Original" and is part of SunnyD's first national ad campaign since 2015. Independent shop Terri & Sandy was behind the effort, with direction by Iconoclast directing duo Alaska, who were behind the recent ad for Paypal-owned iZettle and spots for Pepsi's South American "Break the Routine" campaign, which features similar stylings.

The campaign is running on national and local broadast, cinema, paid social platforms, channels like MTV, VH1 as well as streaming platforms Spotify, Pandora and Hulu among others.

Credits

Date
Aug 03, 2018
Agency:
Terri & Sandy
Brand:
Sunny Delight Beverage Company
Sound Designer/Mixer:
Frank Verderosa
Sound:
Nutmeg
Colorist:
Chris Ryan
Color:
Nice Shoes
Conform:
Carbon
Producer:
Pamela Heller
Junior Editor:
Devin Stevens
Editor:
Adam Marshall
Editorial:
Whitehouse Post
Producer:
James Graves
Executive Producer:
Valerie Romer
Director:
Alaska
Production Company:
Iconoclast
Account Executive:
Luke Martin
Account Supervisor:
Emily McCormick
Integrated Account Director:
Drew Schwartz
Strategic Planner:
Molly Burns
Director of Strategy:
Tracy Chapman
Executive Producer:
Greg Tharp
Copywriter:
Kelly Cabaniss
Art Director:
Simin Lim
Creative Director:
Sam Mazur
Creative Director:
JP Gomez
CEO & CCO:
Terri Meyer
CEO & CCO:
Sandy Greenberg
Song:
Menea Ese Pon
Music:
DJ Kass
Sr. Marketing Manager:
Kelly Bivens
Chief Marketing Officer:
Jim Gerbo
President & CEO:
John LeBoutiller

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Project Type