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Great Expectations

Great Expectations

Natasha Smith

Natasha Smith

May 21, 2018

This new Schweppes spot shows that a little imagination can open a world of endless possibilities.

"The story can go as many ways as you can imagine."

David Martin Angelus, global creative director at BETC Paris, explains how a small tweak in the brand’s tagline created immense opportunities to expand the Schweppes story.

 

So, what’s the basic storyline?

When you dare to jump down the rabbit hole, any night can turn into something fun and unexpected—which is exactly what the story is about. Encouraged by a mysterious bartender, an overprotected star at a boring award ceremony is invited to escape her bodyguards to experience the night the way she wants it. The Schweppes bottle sliding down the bar is a detonator that quickly becomes the timeline of her incredible night out.

How’d the creative team come up with this idea?

By changing the brand signature from ‘What did you expect?’ to ‘What do you expect?’ possibilities became endless. The creative team embraced the new meaning of the tagline. Basically, what you can expect from a night out is in your hands. That’s what the idea is about. Once you let go and decide to take a chance, you can live a million experiences. I guess the creatives and I have had our own crazy nights out. That always helps to come up with a great metaphor.

What’s the significance of changing the tagline from “What did you expect?” to “What do you expect?”

Endless possibilities. ‘What did you expect?’ Is a gimmick, a sort of gotcha joke. ‘What do you expect?’ is more open. What do you expect from your night out? What do you expect from your drink? The story can go as many ways as you can imagine.

"With this new tagline and this new campaign, we’re hoping to expand this brand story."

How did working with famed director, Michael Gracey, impact the making of this film?

When you have someone as experienced and talented as Michael Gracey directing the film, you know that the visual idea of the bar is going to come to life perfectly. Mixing SFX (the bar) and real-life acting is always a challenge. Having someone like Michael, who has vast experience with music, SFX, advertising, and film (The Greatest Showman) was comforting. He took the idea and made it his own. When you see how vibrant the color is in the film, how outrageous some of the scenes are, etc., you can quickly tell that he directed it.

How does this film advance the brand story?

Schweppes has a very special brand story. Somewhat iconic. With this new tagline and this new campaign, we’re hoping to expand this brand story. To make it richer, livelier, and to open the possibilities of what the brand can do without losing that unexpected side it has. Is it a soda? A perfume? Alcohol? We felt like we needed to give the brand story a new direction. And with the change of the tagline, we’re confident we gave it infinite directions.

And so, what’s been the reaction to this film?

Positive. People have embraced the small change of our tagline as something big and significant. They appreciate the lightheartedness of the TV campaign. It’s not pretentious. It’s fun, and I think that fun things are contagious.

"The story can go as many ways as you can imagine."

David Martin Angelus, global creative director at BETC Paris, explains how a small tweak in the brand’s tagline created immense opportunities to expand the Schweppes story.

 

So, what’s the basic storyline?

When you dare to jump down the rabbit hole, any night can turn into something fun and unexpected—which is exactly what the story is about. Encouraged by a mysterious bartender, an overprotected star at a boring award ceremony is invited to escape her bodyguards to experience the night the way she wants it. The Schweppes bottle sliding down the bar is a detonator that quickly becomes the timeline of her incredible night out.

How’d the creative team come up with this idea?

By changing the brand signature from ‘What did you expect?’ to ‘What do you expect?’ possibilities became endless. The creative team embraced the new meaning of the tagline. Basically, what you can expect from a night out is in your hands. That’s what the idea is about. Once you let go and decide to take a chance, you can live a million experiences. I guess the creatives and I have had our own crazy nights out. That always helps to come up with a great metaphor.

What’s the significance of changing the tagline from “What did you expect?” to “What do you expect?”

Endless possibilities. ‘What did you expect?’ Is a gimmick, a sort of gotcha joke. ‘What do you expect?’ is more open. What do you expect from your night out? What do you expect from your drink? The story can go as many ways as you can imagine.

"With this new tagline and this new campaign, we’re hoping to expand this brand story."

How did working with famed director, Michael Gracey, impact the making of this film?

When you have someone as experienced and talented as Michael Gracey directing the film, you know that the visual idea of the bar is going to come to life perfectly. Mixing SFX (the bar) and real-life acting is always a challenge. Having someone like Michael, who has vast experience with music, SFX, advertising, and film (The Greatest Showman) was comforting. He took the idea and made it his own. When you see how vibrant the color is in the film, how outrageous some of the scenes are, etc., you can quickly tell that he directed it.

How does this film advance the brand story?

Schweppes has a very special brand story. Somewhat iconic. With this new tagline and this new campaign, we’re hoping to expand this brand story. To make it richer, livelier, and to open the possibilities of what the brand can do without losing that unexpected side it has. Is it a soda? A perfume? Alcohol? We felt like we needed to give the brand story a new direction. And with the change of the tagline, we’re confident we gave it infinite directions.

And so, what’s been the reaction to this film?

Positive. People have embraced the small change of our tagline as something big and significant. They appreciate the lightheartedness of the TV campaign. It’s not pretentious. It’s fun, and I think that fun things are contagious.

Natasha Smith is the strategic communications manager for Havas Group. She happily represents 404 in the 212.

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