7Up - Soft Drink Syndicate "Are you an Un?" That's the question 7Up posed to viewers of Super Bowl XXXIII in 1999 via the tagline on its "Soft Drink Syndicate" ad. Created by WPP's Young & Rubicam, New York -- which first landed the account for the lemon-lime beverage in 1969 -- the spot depicts young rebels evading the Soft Drink Syndicate, a group of creepy-looking guys in black suits who presumably want everyone to drink cola. "The 7Up Underground are people who drink what they like, not what they're supposed to like," a voice-over explains.By the following year's Super Bowl, however, Y&R and 7Up had changed tactics, abandoning the faux rebellion for the pun-filled "Make 7Up Yours" campaign ("Show Us Your Cans").BRAND:7UpYEAR:1999AGENCY:Young & RubicamSUPERBOWL:XXXIII