"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").
AGENCY: Young & Rubicam