Changing just two letters can create a whole new meaning: from a closing conclusion to an opening cliff-hanger; from a now-expected wink to an invitation to explore the unexpected. This is the underlying idea in the new campaign from BETC Paris.
With the new editorial line, “What Do You Expect”, the Schweppes brand is reasserting its uniqueness, style and position, mirroring that certain something that is unclassifiable about Schweppes. In essence, the success of the brand is based on a fundamental ambiguity: selling soda without ever becoming “just” soda.
The film was directed by Michael Gracey, also well known for Evian’s famous “RollerBabies” (the world record for the most-watched advertisement on YouTube).
Gracey commented about the new spot: “We wanted to push the boundaries of any regular night out by playing with how both the girl and the bottle lead each other into unexpected situations and how we could flip those scenarios on their head. For example, the laundromat bar could’ve just been a square space you crawl into through the washing machine, but instead we wanted to defy your expectations — so the entire bar spins like a washing machine. What was really cool was that basically with Schweppes, nothing was off limits! The creative freedom granted to BETC and the filmmaker is what gives the spot its distinctive energy.”
