Summer brings with it many of the good things in life: warm weather, days on the beach, fun in the pool, and al fresco dining. But in our enthusiasm for the season, we can forget that it also brings plenty of gripes that we could definitely live without and for these, Lipton Ice Tea is here to “Save Our Summer (SOS)”.
adam&eveDDB’s new pan-European campaign for the brand, created in collaboration with Designbridge & Partners and OMD, centres on an SOS Squad from Lipton who are here in their bright yellow uniforms to take away those niggles and leave only the fun bits of summer to enjoy.
In five separate commercials running across Europe, Lipton’s SOS Squad jumps into action to rescue workers and beachgoers from common summer problems, always finding solutions that are humorously over-the-top.
Whether it’s dressing in a shark suit to clear the crowds from the pool, installing a giant fan to blow away a tiny patch of sand from a woman’s leg, setting off the sprinklers at work, or donning a cloak made of sliced bread to provide a pigeon decoy, the Lipton team are here to make everything better.
The squad’s theme tune, a remix of the anthemic 90s hit ‘Ice Ice Baby’, provides the soundtrack each time the yellow uniforms signal that Lipton has arrived to “Save Our Summer.” The SOS Squad will be also showing up across Europe handing out bottles of SOS-themed Lipton Ice Tea. The packs will promote “summer-saving” rewards and prizes you can win with Lipton.
SOS is a media-to-shelf campaign putting an absurd Lipton SOS squad central to solving summer niggles. The Lipton squad are armed and ready for action and will pop up, to save summer emergencies in TV advertising, through creator-led content, at sampling events and at festival experiences.
adam&eveDDB’s campaign responds to research carried out by Lipton Ice Tea to identify the most annoying summer niggles for key European countries. Sweat, stuffy offices and overcrowded beaches and pools topped the list and gave Lipton Ice Tea a summer purpose.
The campaign which spans from TV advertising to on-shelf activity launches on 15thJune across Europe. It will reach over 200 million customers in France, Turkey and Poland alone. As well as TV and online films, the campaign will feature Snapchat filters, TikTok activations, weather-triggered outdoor and digital adverts, sampling activations, in store and on-pack marketing all aimed at driving sales of Lipton Ice Tea during the key period of the European summer.
Mark Shanley, Creative Director at adam&eveDDB notes, “It’s a bold departure from past work on Lipton Ice Tea, which has depicted a more idealised version of summer. Let’s face it, some bits of summer suck, and by using humour to face the more troublesome truths of the season we are keeping Lipton Ice Tea’s summer spirit alive while delivering a more memorable take on a much-loved summer drink.”
adam&eveDDB London worked with an integrated team of agencies including Designbridge & Partners and OMD to bring the campaign to life for Lipton, which is a joint venture between Pepsi and Unilever.
CREDITS
Lipton
April Redmond,Strategic Global CMO
Cathy Graham-Kidd, Senior Marketing Director
Ellen Healy,Global Head of Music & Entertainment
Kevin Evans, Senior Manager
Iwona Zbierska, Head of Marketing Communications
Elvira Popova,Marketing manager
Iuliana Dragomir,Marketing Manager
Galina Ryazanova, Global Digital Marketing Manager
Alexia Anghelakhou, Insights Consultant
Victoire Binet Lemay,Global Brand engagement Director
adam&eveDDB
Richard Brim,Chief Creative Officer
Mark Shanley,Creative Director
Jeppe Vidstrup,Creative
John Trainor Tobin,Creative
Judith Tulkens, Social Creative
Sarah Carter,Global Planning Partner
Liora Ingram,Senior Planner
Payton Cox,Producer
Miranda Hipwell,Chief Executive Officer
Deborah Kerr, Global Managing Partner
Flemming Lerche, Global Business Director
Max Sullivan,Account Director
Scarlett Aldridge,Account Director
Jude Green,Account Executive
Production Company: Agile Films
Director,Fatal Farm
DOP,Theo Garland
Executive Producer,Andy Eaton
Producer,Emma Engelmann
Production Manager,Igor Degtiarev
Lead Editor,Martin Fickling
Editors,Mossie Cassidy, Jayden Dayle
Post-production Coordinator,Charlie Evans
Service Company: Romance Films
Executive Producer,Rozanne Rocha-Gray
Producer,Leanne Sanders
Production Manager,Nomtha Dano
Production Coordinator,Tenille van der Walt
Cast Coordinator,Portia Cele
1st AD,Craig Brorson
Focus Puller,Frank Gardner
DIT,Rusty Ruthven
VT Operator,Thando Ntombela
Key Grip,Craig Bekker
Gaffer,Oliver Wilter
Production Designer,Maria Labuschagne
Wardrobe Stylist,Gabby Zarandah
Hair & Make-up,Saskia Buxton
SFX Coordinator,Michael Mostert
Marine Coordinator,Jason Martin
Animal Handler,Garin Munster
Unit Manager,Derek Raeburn
Colour, VFX, CG & Sound: Absolute
Colourist,Juliette Wileman
VFX Supervisor,Peter Smith
VFX Lead,Jasmine Cooper
2D Artists,Gustavo Ribeiro, Nick D’Aguiar, Samantha Meisels
Head of CG,Rebekah King-Britton
Lead CG Artist,Keith Rogers
CG Artists,Tony Atherton, Heidi Prescott, Ben Mars, Baptiste Jaquemet
Sound Designer,Ian 'Arge' Hargest
Executive Producer,Sally Heath
Producer,Maddie Godsill
adam&eve DDB Studios
Executive Producer,Ludovica Melica
Producer,Dylan Pugh
Editor,Yasmine Lehouag
Head of QC,Stuart Moore
QC,Alysha Seth, Chloe Maudsley
Asset Manager,Gemma Hughes
Music: Big Sync
Senior Music Supervisor,Alicia Leinot
Artist,Will Hyde
OMD
Carly Whiteford, Managing Partner, Strategy
Sakshi Bhambhani,Executive Director
Duncan Ralph, Account Manager
Design Bridge
Stuart Bolt-Palmer, Design Director
James Cooney, Senior Art Director
Linda Rytterstig, Client Business Director
Katy Gurney,Client Director
Stuart O’Malley,Senior Client Manager
Emily Squirrell,SeniorDesigner
Hamish McEachern,Designer
Porter Novelli
Sarah Shilling, EMEA CEO
Emma Fenny, Director
Zoe Edwards,Account Director
Aggie Holland, Account Director
Billion Dollar Boy
MaximeRozencwajg,Senior Account Director
Georgina O’Neill, Account Director
Eimear McCourt, Senior Account Manager
Faith Lorainey, Account Manager
Helena French, Account Executive
Rowland Smith, Associate Creative Director
Sasha Dunn, Production Director