Lipton Ice Tea Virgin Cocktails keeps consumers cool this summer in new TVC via DDB Sydney
In the height of summer, Lipton via DDB Sydney, is debuting a refreshing concept in its brand new TVC for the limited release Lipton Ice Tea Virgin Cocktail range. Inspired by the feel-good and care-free moments of summer, the exciting new range of deliciously refreshing ice teas are designed to keep consumers cool and refreshed this summer.
The new TVC, which will become a part of an integrated marketing campaign, will air in 15 and 30-second versions, capturing the refreshing spirit of summer with a twist – an underwater pool party.
Capturing the true nature of summer and Aussies inherent need to keep cool 
and refreshed, the TVC gives us a different perspective on a traditional summer concept. And, it brings to life the very spirit of the product’s ‘Enjoy Irresponsibly’ tag-line, which was designed to help people celebrate the feeling of a summer’s day.
The TVC begins with several party-goers jumping excitedly into the pool while a perplexed pool maintenance attendant looks on in wonder. The camera then pans underwater to reveal the party below, complete with dancing, playing cards, balloon blowing and DJ.
Shot entirely in a swimming pool, the unique concept incorporated some tricky photography and set-ups, including weights to keep clothes and furniture in place, and qualified scuba divers with regulators to help the talent with their breathing.
Says Sarah Ryan, marketing manager, Unilever: “We think the new TVC really captures the essence of the range – really vibrant and unexpected, with a great summer feel. We want the TVC to evoke those special, summer carefree holiday moments, but with an unexpected twist. The range is a great and refreshing alternative for the summer season, and we feel the TVC really embraces that.”
The campaign also includes new outdoor and digital visuals. The TVC will air to coincide with the Australian Open from 14 January 2013.
Media: Mindshare
Digital: Soap Creative
Creative Concept: DDB Sydney
Production House: Carbon Films
Post Production: Alex Vivian
Editor: Alex Vivian
PR and Communications: Pulse Communications
Creative Agency: DDB Sydney
Production Company: Carbon Films
Director: Marco Pinesi
Producer: Mark Thomas
Music: Smith and Western
26 Comments
Who did the post AWFUL.
Who did any part of it? All awful.
Looks just Like Maccas Summer.
Is Bonnie Tyler in it?
Ugh. It looks like it was shot by a 8 year old. The post is some of the worst I’ve ever seen.
Music is good though.
Was probably a great idea to start , but no one in the creative team must have had the experience to develop it …. shame. same old story. client probably loves it . the rest of us bored to tears
The very clichéd closeup of the consumer drinking the product as the opening frames kills it.
Would be quite an okay TVC without it, though.
Just start with the diving scene.
Macy Gray called, she wants her gramophone back… and Ricky Martin called about his lost salsa dancer…
Also… who invited the generic party extras that are clearly not filmed underwater?
Post production would be impressive if it was 1992.
Would love to see a high resolution version , the copy I viewed was so pixelated , no way to see what is going on. Seems like a good concept , but I agree , start the spot underwater where the fun is !
A client briefs an agency : i want an underwater party commercial … and thats the script they came up with ? pretty pictures , no story . You tube videos of Vegas pool parties have more concept …
Start after the diving scene. Spend all the time under water. Shoot under water for real. Lose the bubbles. Reveal at the end. Change the music.
Condolences. Note the creative team kept their head down on the credits, bet they were gutted it was put up on here.
I noticed that too, Heh. I wouldn’t want my name on this, that’s for sure.
What year is it? Funny coming from a digital agency.
speedo. BBH. 1980. keep up people.
While most commenters are, as usual, caught up in petty executional criticisms, the real problem seems to have been overlooked. Apparently this spot launches a range of alcoholic line extentions of Lipton Ice Tea under the Virgin brand. That’s interesting news. But you’d be hard pressed to know this from the commercial. Fortunately a few days ago I noticed the announcement on a large billboard poster – which does a much more effective and less confusing job.
The client would have killed this idea by insisting it be shot in Asia with a local Asian director on the cheap. Its a terrible policy resulting in a terrible spot.
John West ‘Underwater Restaurant’ 30 years ago. Keep up, 8:44.
So a gorgeous girl consumes the product then vanishes , never to be seen again . a man looks confused , never to be seen again . A guy we never see joins a party where no one drinks the product and at the end the product floats away … and thats selling me a drink? I would like to say who wrote this , but its more like who didnt write it . And who sat there and watched t get made , and thought they were doing right?!
When’s the next one ?
Music seems out of sync with target audience. Sound design must have been overlooked entirely . a party in 2013 with music from 1960s , lost the demographic right away . Would have thought a tie up with a strong Aussie DJ or band sells summer fun and party .
Wow that post is bad. I’m the hands of a good director
It could be been a good spot. Shame
Oh dear, oh dear…
Where to start?
That Post is shocking…
Was the client happy , seems thats all that matters now days …. and this ad seems to made for a very happy client judging by their response in the article . Probably moving plenty of product . Shame tho the idea wasnt taken further , could have been a stand out spot with a better written story . p
Thanks Long Memory for remembering John West Underwater. Real film making, no post – blitzed everything – except consumers. Great ideas, lousy products.
Old CD Guy, virgin means no alcohol. It’s not the virgin brand.