Lipton, adam&eveDDB 'Save Our Summer' in New Campaign

Lipton, together with creative agency adam&eveDDB, has devised the perfect campaign to keep the summer vibes alive.

The latest marketing initiative from the beverage brand includes a series of spots that center around the "Save Our Summer" (SOS) Squad, and their goal of, well, saving everyone's summer. 

Donning bright suits matching the brand's colors, they do everything it takes to ensure everyone has fun under the sun — or so they think.

They have the funniest way of solving summer problems, which include:

• Addressing overcrowding by the pool by having one of their members dress up as a realistic shark to drive the swimmers out
• Beating the heat in the office by setting off the fire alarm to activate the sprinklers
• Luring birds away at the park by having an SOS Squad member wear a suit of sliced bread

Other efforts made by the Baywatch-inspired squad include mopping the sweat out of a man in the bus using a miniature mop and bringing a gigantic electric fan to keep beach-goers cool. 

Made to the tune of Vanilla Ice's hit song "Ice Ice Baby," each spot ends by promoting “summer-saving” rewards customers can win, including "the holiday of your dreams."

Behind the Campaign

In collaboration with adam&eveDDB, WPP's Designbridge & Partners, and OMD, "Save Our Summer" switches things up by introducing a different tone to its marketing.

Inspired by a study that reveals the most annoying summer niggles for Europeans, the commercials ought to showcase them in a funny and over-the-top manner.

“It’s a bold departure from past work on Lipton Ice Tea, which has depicted a more idealized version of summer," adam&eveDDB Creative Director Mark Shanley shared.

"Let’s face it, some bits of summer suck. And by using humor to face the more troublesome truths of the season, we are keeping Lipton Ice Tea’s summer spirit alive while delivering a more memorable take on a much-loved summer drink," he added.

 

 

 

 

 

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The new spots are anticipated to reach over 200 million customers in France, Turkey, and Poland alone, and will be shared across TV, social media, and other digital platforms. 

"After a long cold winter, we all want summer to be perfect — and yet it’s often the small things that get in the way of that," Lipton Marketing Director Cathy Graham-Kidd said.

"So, Lipton Ice tea is ready, willing, and able to save your summer from thirst emergencies — and many other summer niggles — by any means unnecessary," she concluded. 

READ NEXT: Topgolf Partners with Jim Henson Shop for Summer Spot

Editing by Katherine 'Makkie' Maclang