Lipton launches global spot with Hugh Jackman
Lipton Ice Tea, one of the world’s leading iced tea brands, has launched its new, global TV commercial, starring Hollywood A-lister Hugh Jackman.
DDB Argentina, led by Executive Creative Director HernánJauregui y Pablo Batlle, developed the TV commercial produced by DDB London and directed by Luciano Podcaminsky from LANDIA and Radical Media.
VIEW THE SPOT
Building off the first year of the Lipton Ice Tea and Hugh Jackmanpartnership in 2010, this year’s campaign continues with Hugh Jackmanas the protagonist and was creatively led by Fernando Tchechenistky andLisandro Grandal working jointly with Nick Bell, DDB’s Executive GlobalCreative Director who overseas all Unilever accounts.
‘Join the Dance’, which was filmed on the world-famous beaches andstreets of Montevideo and Punta del Este, Uruguay, is set for globalrelease and features music from the multi-platinum selling andaward-winning band, The Feeling.
“It was an 8 months process since the idea was born: it was tested inmany countries and had many approval stages, including Hugh Jackmanhimself. It was an enriching experience to work together with Nick Belland the global team and a great challenge for the agency. We developedthe creative during a London workshop, refined it from Buenos Aires andproduced the elements in Uruguay and London. It was a really globalteam effort.” says DDB Argentina’s team.
Jackman, on his side, commented “I had such a fun time filming ‘TokyoDance Hotel’ last year, so I was thrilled when I saw the ‘Join theDance’ script and realised I was going to be dancing again. Literallyevery day I went on set and we started with ten or fifteen peopledancing and it just kept on growing until we were up to150 peopledancing through these amazing locations. I pinch myself that this is ajob because I had such a great time.”
Luciano Podcaminsky, director of ‘Join the Dance’, said, “The idea andinspiration behind the ‘Join the Dance’ advert was to bring acontagious, positive feeling to everyone. Hugh [Jackman] has such anatural, optimistic outlook so between him, the brilliant choreographyby Litza [Bixler] and the incredible settings for each scene, it was ajoy to direct.”
CREDITS:
AGENCY: DDB London
AGENCY PRODUCER:Lucinda Ker
CREATIVE DIRECTOR: Nick Bell
CREATIVE TEAM: Fernando Tchechenistky, Pablo Batlle (DDB Argentina)
ACCOUNT TEAM: Philippe Berthelot, & Brett MacFarlane (DDB Paris)
CLIENT: PLI – Lipton Ice Tea – Garth Woolley and Jason Green
PRODUCT: Lipton Ice Tea
TITLE/LENGTH:JTD 90″
PRODUCTION CO: @Radical / Stink London/ LANDIA
DIRECTOR: Luciano Podcaminsky
PRODUCER: Josh Barwick/ Marcelo Fontao
L/CAMERAMAN: Marcelo Camorino
FILM EDITOR/COMPANY: Diego Panich / La Cupula BA Argentina
FACILITIES HOUSE:Bitt Animation BA Argentina
MUSIC: The Safety Dance
AUDIO PRODUCTION CO: Platinum Rye
ARRANGER: The Feeling
PUBLISHER : Universal Publishing
39 Comments
AAAAAAHHHHHHHHHHHH.
Wow. I want that budget for something good.
Oh no. No more please.
Are you serious? A flash mob?
There are no words…
The latest instalment in possibly the most cringeworthy campaign in living memory. How do ideas like this even survive the first internal creative review meeting, let alone end up being produced at such obscene expense?
methinks that ice tea be spiked
creative director obviously needed a few more status credits on BA
HJ <3’s Baz.
4 Eva.
Worst ad ever!
Ever noticed how Hugh always starts these ads drinking alone? That’s because he’s the world’s biggest douche.
Why does the world’s nicest man continue to embarrass himself in these excruciating spots. Because he’s the world’s nicest man???
Incomprehensible in parts. Whats the flippin’ point of the flipping city?
Maybe the point of this ad is another level down?
Dancing fruit. Says it all.
Can everyone STOP dancing!
It seems like every other ad has some plonker dancing.
Easy way out.
Definitely a career set back for Hugh.
Not to mention those credited.
Excruciating excrement.
I didn’t know Tim from mUmBRELLA was doing voiceover work.
My gaydar has been on the blink lately but I wonder if someone has anything he’d like to tell the class
I doubt if anyone ever did present this. This sort of atrocity tends to evolve when you start with a script – which may or may not have had an idea in it to start with – and then every man, woman, and passing dog ‘improves’ it with their input.
I have seen the process first hand. My only surprise is that anyone is prepared to put their name to it.
These ads go beyond bad and head right on into disturbing. The target market seems to be people who have just emerged from caves and have never seen a moving image, or heard music, in their entire lives. For them, this is WOW!
For anyone else who breathed oxygen for a while they are just embarrassing to be a part of, even as a passive viewer. I would feel less embarrassed being caught watching porn than watching this. At least porn has a reason to exist.
….did… did the chair start dancing…?
FAAAAAAARK! NOOOO MORE!!
I hate it with a passion.
Will it work on Joe public? Probably.
They care not for Cannes Lions.
3:56 – man that made me laugh…
btw … did…..did the chair start dancing, for reals?
It’s painful! For god sake DDB, you’re showing your Sydney office up. They did fairly good job on the brand with that big natural cooling ad a couple of years back.
I quite like it. There, I said it. It’s sorta fun.
Chair dancing?
Screenshot or it didn’t happen.
Filmed in U R GAY as Homer would say.
He is so prophetic.
‘Drink Positive’? Should be ‘Test Positive’.
We’ve been here before…
http://www.youtube.com/watch?v=ZHwVBirqD2s
Ice tea or bucket of cheesey shite?
Associate dance with homosexuality is typical of homophobic repressed. He isn’t live with it. According to your thinking, if Fred Astaire & Gene Kelly had had the misfortune to live in present age ’cause of a ‘certain prejudices’ would end up to working in gay bars dying poors and underestimated. Hugh Jackman is a complete artist that can do everything. This don’t has ruined James Bond: http://www.youtube.com/watch?v=SU6X6ohNM3w and Lipton with Jackman is an ad like millions of others: http://coedmagazine.com/2011/01/11/24-celebrities-in-bizarre-foreign-commercials-videos/
Objectively, after all stupid and sarcastic comments I read, in the new Lipton ad Hugh Jackman should do this: raping and killing an half dozen of women, say ‘this shit don’t makes me dance’, spit on the floor and drink from his bottle of tea, so ending with a loud belch while scratching his balls. Maybe no one should call him, ‘gay’. Holy shit! I just described you losers…
After reading all 35 comments I agree with the first one………AAAAAAAAHHHHHHHHHH
I just threw up. What utter utter shit.
Nope not gay at all.
http://www.youtube.com/watch?v=xUvd29F7hlo
This is getting a bit too heated it is a bit after all