Juice brand Tropicana is aware that many of our days over the past few years haven’t been great, which is why its latest campaign from its agency of record, Cramer-Krasselt Chicago, is all about seeing the sunshine in a dark situation.
In a new ad directed by Nick Ball, the award-winning helmer who was also behind one of Creativity’s top ads of 2021, Extra's post-pandemic extravaganza, “Sip Your Sunshine” is an 80% relatable and 20% insane collection of extreme and horrific situations, made better by a sip of juice.
From the mundane—a table leg giving out mid-meal or an apartment rattled by passing trains—to the fantastical—tentacles emerging from beneath a bed and spaceships landing in the dining room—to the horrific—dolls—the sufferers of each situation manage to survive with a shrug and a glass of Tropicana.
“Whatever the day brings, we’ll bring the sunshine,” reads the finale's text, referring to the juice’s 100% Vitamin C selling point.
The “Sip Your Sunshine” campaign is a continuation of Tropicana's 2020 brand platform, targeted at a younger audience. It will run across digital and social platforms through cross-channel activations on Facebook, Instagram, YouTube, TikTok, Twitter and Pinterest featuring shorts isolated from the longer video, beginning with “Snow.”