Schweppes Energy - Horse head meme / a different kind of energy (2019) :40 (Israel)

Great Guns’ Tal Zagreba has directed a zany new campaign for Schweppes to launch its new energy drink. Creatively devised by Grey Tel Aviv and produced by Rabel, the ad expands the beverage brand’s appeal to younger audiences by harnessing the power of the meme. Or horses heads, rather. While I appreciate the silly, I thought these horses heads were over a while ago.

But then, we wouldn't have the chicken head punchline without the horses heads. 

Judging by this Schweppes Energy unlocks ‘a different kind of energy’, and by that we mean not like a RedBull & Vodka or Jack & that other coke, but a whole heap of silly dancing in a wheat field energy. I'm up for that.

Tal Zagreba worked in close collaboration with the creatives at Grey Tel Aviv to create the punchy campaign. He comments: “Schweppes Energy is a completely new drink and its slogan is ‘A Different Kind of Energy’ – so we had to meet the expectations. Our target audience was the 16-24 age range, so we had to raise the level of nonsense and madness of the campaign. We decided to take ownership of the internationally famous meme and internet trend: the horse mask – which I personally adore. My goal was to create something fresh, easy-going, funny and a bit stupid all at the same time - like a spontaneous joke between friends. Along with Grey Tel Aviv’s brilliant Creative Directors Asa Keren and Yonatan Title, we wanted to get wild, and what could be wilder than a bunch of wild-horse-masked-millennials?”

Commenting on the complex logistics of the shoot, Tal says: “The biggest challenge was to find a wheat field during wheat-harvesting season. Several times, we found the perfect location, only to return a few days later for scouting to find no wheat left! Even on the day of the shoot, I was astonished to see that part of the wheat had been harvested. Fortunately, they had left us enough to work with – even if we had to fake some of the shots and run in circles. I’d like to thank Schweppes Israel, Rabel Films, and Grey Tel Aviv for choosing and trusting me to create this awesome campaign.”

Client: Schweppes Israel
Agency: Grey Tel Aviv
VP Clients: Elad Hermel
VP Creative: Tal Riven
Creative Directors: Asa Keren, Yonatan Title
Client Manager: Hanni Kadosh
Art Director: Ayelet Gorgeous Erel
Account Supervisor: Natali Koskin Levi
Account Executive: Maya Adiv
Producers: Liat Levi, Lior Shviki
VP Strategy: Irit Speisman
Traffic and Projects Manager: Galit Siman-Tov
Traffic: Helit Barazany, Tair Gil Or
Creative Digital: Idan Tsahar, Albertin Ballas, Yuritz Yves, Nurit Cohen
Studio: Lior Hirsh and Staff
Media Com: Shiri Friedman, Natali Keinan, Yana Kolik, Zina Niazov
Production Company: Rabel Films
Director: Tal Zagreba
Executive Producers: Amit Dekel, Dror Nimowitz
Line Producer: Yarden Shimonie
Post Producer: Limor Har-Lev
Co-Producer: Great Guns
AD: Avi Satat
DOP: David Stragmeister
Focus Puller: Eytan Ben-Arieh
Art Director: Netta Dror
Choreography: Itay Axelroad
Make-Up: Dorit Cohen
Hair Design: Alon Zadok
Wardrobe: Danny Bar Shay – “Hakol Dvash” Studio
Gaffer: Rami Levi
Best Boy: Aviv Ziffer
Gaffer Assistant: Alex Izraev
Grip: Ziv Raviv
Sound Recordist: Tamir Attali
Original Music: Monster Music
Post Production & Sound Design: Broadcast Media
Narrator: Dedan Uziel
Casting: Ruthie Blum
Cast: Jack McEvoy, Madison Hoke