The scene is dark and cold as men with lights on their helmets trudge through the snow in the endless night above the Arctic Circle. It's 9 a.m. on the 31st day without sunlight. Then we see the people of Inuvik, a small town in the Northwest Territories, Canada, go about their day. Kids going to school in the dark, people walking down the streets. Then a haunting piano kicks in and "The Great Escape" by Patrick Wilson begins to play as the men from the opening scene begin assembling something in the middle of town. Turns out it's an inflatable fake sun that they float over the city, bringing sunshine to their morning. As the people gather to happily bask in the man-made sun, the men pass out individual bottles of Tropicana.
The whole spot is beautifully shot and has a wonderfully understated message. The feel and message of the spot is uplifting. And the really cool thing is this was something Tropicana actually did – show up in this small town and bring them a little sunshine and OJ for their morning. You can see genuine joy and awe on the faces of the townspeople. The long shots of the orb floating over the frozen city are terrific. The only message from Tropicana in the spot comes at the end in supers that explain why they did it, "because we believe brighter mornings make for brighter days." Then our last long shot of the glowing orb over the city fades to a Tropicana orange and the logo. Very nicely done!
Tropicana "Arctic Sun"
This week's ad was suggested by Nicolas Mejia via Twitter. Thanks Nicolas! If you have a suggestion for Ad of the Week, leave your comment here, send us an email at fans@yaffe.com, send us a tweet or post on our Facebook page.
Mike McClure, Exec Creative Director & Social Media Guy
There are brands being launched all the time on a green platform. Frito-Lay has been tailoring their branding for Sun Chips to focus on sustainability, from solar powered production to their new compostable packaging.