A soda cup that yearns to be wholesomely fulfilled escapes from a dystopian cityscape in a hand-drawn animated spot for Tractor Beverage Co., the organic foodservice soft drink brand.
The campaign highlights the limited options and fountain space in the fast-food landscape encountered by Tractor as it tries to establish itself as a healthier alternative. The brand is available in more than 5,900 locations nationwide including Chipotle, PLNT Burger, Saladworks and Garbanzo Mediterranean Fresh. Tractor asserts that “industry monoliths” are attempting to prevent its growth, prompting the brand to take its message directly to consumers.
"Today’s consumers have beverage options everywhere except in foodservice, where legacy players and restrictive contracts limit their choice to artificial sodas brimming with high fructose corn syrup and preservatives—or a cup of water,” Justin Herber, Tractor’s chief brand officer, said in a press release. “With this campaign, we’re letting people know that they don't have to accept the same choices they have been given for the last 50 years. Tractor is here to fill their cup.”
The spot, known as “Escape the Ordinary,” features Duran Duran’s “Ordinary World” as performed by Valerie June, a Grammy-nominated artist from Tennessee. The campaign was created by Progress Studios, a new agency formed to work with progressive challenger brands. It is running nationally on connected TV, digital streaming, cinema and out-of-home this summer.