Lipton Ice Tea has launched its limited edition Virgin Cocktail range with an underwater pool party, created by DDB Sydney.
A new campaign kicked off this week to bring to life the brand’s “enjoy irresponsibly” tagline and promote its Virgin Cocktails, which include Pina Colada (black tea with pineapple and coconut), Mojito (green tea with lime and mint) and Daiquiri (black tea with strawberry and dragonfruit).
The TVC shows partygoers jumping into a swimming pool, where a party is taking place at the bottom.
The spot was shot entirely in a swimming pool and incorporated tricky photography and set-ups, including weights to keep clothes and furniture in place and qualified scuba divers with regulators to help the actors with their breathing.
Sarah Ryan, marketing manager at Unilever, said: “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 campaign also includes outdoor and digital.
Creative agency: DDB Sydney; production company: Carbon Films; director: Marco Pinesi; producer: Mark Thomas; music: Smith and Western