Ah I see what you did there, 7UP, using your product name in the anthemic call to actions. Using EDM artist DJ Tiësto was a bit out of the blue. But further info tells me this is made for the Hispanic market, and DJ Tiësto is popular among the Latino population.

Hey I just made up a name for the "kids hanging out in urban environment, looking cool," execution we keep seeing over and over: adidasing.

7UP is adidasing their brand. Still it's better than "Make 7Up yours" . Or I ♥ DP, for that matter.

Client: Dr Pepper Snapple Group Chief Marketing Officer: Jim Trebilcock SVP Marketing Services: Andrew Springate SVP Core 5 Marketing: Regan Ebert VP Core 5 Marketing: Dave Falk VP Integrated Content: Shaun Nichols Director of Marketing: Eric Blackwood Advertising Manager: Nita Sherrard Associate Brand Manager: Lauren Scrima Agency: Deutsch Chief Creative Officer: Pete Favat Executive Creative Director: Brett Craig Integrated Creative Director: Xavier Teo ACD, Art Director: Erick Mangali ACD, Copywriter: Ryan Lehr Copywriter: Armando Samuels Director of Integrated Production: Vic Palumbo VP/Executive Producer: Lisa K. Johnson Senior Business Affairs Manager: Jill Durand CEO: Mike Sheldon Group Account Director: David Dreyer Account Director: Jennifer Keye Account Supervisor: Annalise Dry Chief Strategic Officer: Jeffrey Blish Group Planning Director: Aileen Russell Director of Integrated Business Affairs: Abilino Guillermo Executive Business Affairs Manager: Jill Durand Broadcast Traffic Manager: Gus Meija Production: Smuggler Director: Samir Malal Executive Producer/Managing Partner: Patrick Milling Smith, Brian Carmody Executive Producer: Jacqui Wilkinson Producer: Timothy Kerrison Director of Photography: Sebastian Wintero 1st A.D.: Chuck Conner Editor: Jono Griffith Assistant Editor: Jedidiah Stuber President / EP: Michael Raimondi Senior Producer: Joe Ross Post: The Mill Colorist: Adam Scott VFX: A52 EP: Jennifer Sofio Hall, Megan Meloth Producer: Scott Boyajan Lead Flame Artist: Jesse Monsour Flame Artists: Steve Wolff, Matt Sousa Roto: Tiffany Germann CG Artists: Andrew Romatz, Joe Chiechi Art Director: Lisha Tan Designers/Animators: Sean Garfinkel, Yi Jenn Liu, Jon Forsman, Alan Chen, Lynn Cho, Henry DeLeon Music Licensing: Tiesto ft. Iconopop “All It Takes (Let’s Go)” Audio Post: Lime Studios Mixers: Mark Meyuhas Assistant Mixers: Matt Miller Executive Producer: Jessica Locke Shot on Location in Valparaiso and Santiago, Chile

about the author

kidsleepy 17 year copywriter, now CD, who has worked in many cities including Pittsburgh, New York, Atlanta, Montreal and currently Los Angeles. I snark because I care. I ain't complainin' I'm just tellin' it like it is.

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