7up

7up wanted to do something different.

They didnt want shiny, happy people with perfect tanned bodies and dazzling smiles running on the beach holding bottles of 7up to convey their "7up refreshes" message.

So they threw us the challenge to come up with a script that best conveys "refreshing" in a different light.

6 concept boards were presented

4 survived. And they were then sent for research.

2 survived. Out of these two, this was what the clients selected :

The UnCola.



2 months, 1 client Final PPM walkout, countless con-calls and 15,000 revisions (well, it felt like it) later, the TVC went on air.



Supers :
Uncaffeinated
Undark
Only the refreshing taste of lemon and lime

End supers :
The Uncola

Six months later, we were told that this spot went regional, going on air (with appropriate languages and supers) in Malaysia and Thailand.



Credits :
AGENCY : JWT Viet Nam
CSD : Luis Morelos
AM : Nguyen Thi Xuan Thu
CD/CW : Izwar Zakri
Snr AD : Joe Teoh
Agency EP : Le Chi Hai

Animation House : 111eye (Malaysia)
EP : Sivagamy

Music : JIA (Malaysia)
Producer : Mary Wilson
Musician : Jit