US Ad of the Day: Lipton makes Lipton Hard Iced Tea’s arrival ‘obvious’
Is Lipton Hard Iced Tea now a reality? Three new ads dripping with deadpan comedy alert consumers: ‘Obviously.’
Obviously, your boss will love a mechanical bull in his office. Obviously, a painter will need his models to hold the same pose for several days. Obviously, Lipton is entering the spiked iced tea category.
These truths come from a new creative campaign that the tea brand released today, which announces the launch of Lipton Hard Iced Tea. The new product offers 5% alcohol per serving and comes in Lemon, Peach, Strawberry and Half & Half flavors.
To spread the word, the brand created a trio of outlandish spots titled ‘Mechanical bull,’ ‘Pool party’ and ‘Oil painter,’ each aiming to make the absurd obvious. In the first spot, a company executive “obviously“ enjoys the installation of a mechanical bull in the office. Then, in ‘Pool party,’ a guy makes the “obvious“ mistake of confusing a pool party (with a swimming pool) with a pool party (as in billiards).
Finally, in ‘Oil painter,’ a couple posing in what they believe is a photo booth ends up being a studio for a beret-wearing artist. “Obviously,“ he will need them to hold the same pose for days as he paints them.
The punchline for each spot is as follows: these situations are not absurd, but rather “obvious,“ just like Lipton’s decision to roll out spiked iced teas.
According to the brand, Lipton Hard Iced Tea launches this year in select markets in the US, and nationwide in 2024. “Lipton Hard Iced Tea is what you want hard iced tea to taste like,” said Lisa Texido, brand director for Lipton Hard Iced Tea, in a statement. “We created the recipe to make sure that the smooth, balanced flavor people love about Lipton iced tea really came through. I think people are surprised that a hard iced tea can be this delicious – it’s a must-try.”
The creative campaign was developed in partnership with Founders Agency. Content goes live today across out-of-home, connected TV, digital and social media channels in the US. “With a new brand there’s always a bit more creative freedom and it’s even more fun when you get to pitch ideas like ‘let’s put a mechanical bull in the middle of an office space,’” said Founders Agency’s Katie Reid and Kristin Mizushima.
Credits
Agency: Founders Agency
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