Ad of the Day: Vimto speaks to the rebels and the weirdos in flamboyant meditation spoof
Vimto’s latest campaign brings its ‘Refreshingly Different’ slogan to life for the teenage market with a cast of creepy twin sisters, twerking office workers and moonwalking supermarket shoppers.
The TVC opens with a soothing voice akin to meditation tapes and films, encouraging the reader to close their eyes and relax.
Soothing classical music then begins to play, but it’s the viewers who don’t follow the rules that are rewarded with surreal, colourful vignettes featuring obscure individualists. A selection of these cast members were selected from an open audition held in Manchester last month.
As the tagline ‘I See Vimto in You’ fades to white, the voiceover tells those with their eyes still shut to open them, and asks: “Now, wasn’t that refreshing?”
Devised by Quiet Storm, the ad falls under a new brand strategy led by the insight that Vimto’s young target audience feel pressured to be something they’re not.
It’s supported by a cinema campaign, which will make direct reference to the film the audience have sat down to watch, and VOD creative that will be personalised to the viewer. The latter will go live on All4, which stores user log-in data and thus allows for both audio and video personation.
On digital, ads will run across sites relevant to teenage audiences. The banners will urge consumers not to click – those that do will be presented with additional video content from Vimto.
The nine-week, £3m campaign hopes to reach three million teens across the country and will also comprise experiential sampling, a Snapchat lens, a partnership with online publisher Unilad and a social influencer programme. Wavemaker Manchester, Tangerine and N20 are handling media, social and experiential respectively.
“Not every client would trust their agency to launch a campaign telling the audience not to watch or to click, so big up to Vimto for living their brand value of being refreshingly different,” said Trevor Robinson, founder and executive creative director of Quiet Storm.
“Inclusivity and fun don’t have to be mutually exclusive, so it’s great to be able to reintroduce some levity while also promoting and celebrating self-acceptance, individuality and that says it’s OK to be you.”
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