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.