Under the general creative direction of Juan Pablo Lufrano, Rafael Santamarina, and Ariel Serkin, Del Campo Saatchi & Saatchi presents this latest campaign in collaboration with Coca-Cola South Latin.
The nostalgically optimistic new campaign for Schweppes rises above adblocker, and is aimed specifically at men and women of the Generation X era who are approaching their forties. The campaign illustrates how the limits faced by Generation X made them so distinctive, combining aspiration with humour whilst screaming: “Hey! Forget the Millenials! We exist too!”
This generation comes from an era when people recorded music on cassettes, drove cars without car seats or airbags, and dated without social networks – instead actually relying on body language: an era where life prepared them to appreciate the taste of character – the taste of Schweppes.
In the words of the agency: “We believe that a person in their thirties or forties responds more to the message ‘enjoy life’ rather than the usual advertising messaging of ‘become a millionaire’ in a typical perfume ad.’ Partly because that was the spirit of their time, and partly because they know by now that that yacht isn’t going to happen.”