George Patterson Y&R, Melbourne coup: Elvis sings Spring Fever for Schweppes Spring Valley
Sunday night will see Schweppes Australia launch a significant multimedia campaign for its iconic fruit juice brand Spring Valley with acampaign that positions Spring Valley as ‘Where Spring Comes From’.
The new campaign, developed by George Patterson Y&R Melbourne,draws on the skills of the multi-award winning US based animation housePsyop to deliver a series of executions designed to capture and deliverthe feeling of spring.
The campaign is anchored by Elvis Presley’s classic Spring Fever from the movie Girl Happy (the first time an Elvis song has been licensed for commercial use in Australia). Elvis Presley Enterprises are so delighted with the new work they are planning to feature the new TVC on the elvis.com website and Elvis Facebook page.
Schweppes Australia Marketing Director, Darryn Wallace, said of the new campaign “Our objective was to create a new and exciting campaign for Spring Valley that had a broad appeal and after seeing it left everybody feeling happy, with an added spring in their step. We are wrapped with the final result; it is bright, colourful, has amazing animation affects and simply leaves you smiling. A credit to everybody who has contributed to this idea”
Australia’s $1 billion fruit juice market has been stagnant for some time due to the increasing competition from other flavoured drinks, water and energy drinks. Brand loyalty in the segment is low with juice drinkers opting for alternatives if their preferred brand is not stocked. Spring Valley aims to combat this trend with a simple and focussed celebration of everything Spring as a metaphor for the positive and uplifting Spring Valley drinking experience.
The Where Spring Comes From campaign will roll out across TV, cinema, print and online with outdoor playing a key role in major metro centres. Adshel bus shelters and street furniture will even be set dressed in the spring theme using flowers and grass and will feature Bluetooth enabled technology allowing on the spot download of the Spring Fever Elvis track.
George Patterson Y&R ECD, Ben Coulson, commented “Spring Valley is a fantastic brand. Pretty much everyone knows it and has tried it. And it’s at arm’s length in every drinks fridge in the country. It deserves a campaign that speaks to a wide audience, is simple and very, very Spring. We think the campaign has come up a treat.”
Campaign production credits:
Client: Schweppes Aust.
Product: Spring Valley
Title: Spring Fever
Marketing Director: Darryn Wallace
Senior Brand Manager: Lisa Madgwick
Brand Manager: Glenn Ellul
Agency: George Patterson/Y&R Melbourne
ECD: Ben Coulson
CD’s: Jim Ingram / Ben Couzens
Creative Team: Evan Roberts / Paul Meates
Executive Producer: Romanca Jasinski
Planner: Kate Smither
Group Account Director: Mat Cummings
Account Director: Matilda Hobba
Account Manager: Damien Miller
Social Media: Luc Wiesman
Production Company: Psyop
Director/Designer: Laurent Ledru
E.P: Neysa Horsburgh/Alyssa Evans
Producer: Cally Morton
Additional Design: Kenesha Sneed
Editor: Brett Nicoletti
Lead Technical Director: Chris Eckardt
Lead Compositor: Matt Lavoy
Music: Spring Fever / Elvis Presley
Music and Sound Design: Cornel Wilczek/Paul Le Couteur
Level Two/Flagstaff Studios.
Media Agency: Carat
48 Comments
That’s good advertising. I feel like a Spring Valley.
I’ve always liked that kind of ad. I liked it when Honda did it. I liked it when Evian did it, I liked it when Jalna did it, and now I’m liking it for Spring Valley. It just keeps on getting fresher.
No wonder it tastes like that with all that shit in it.
Beautiful spot with a nice, simple link to the brand. Feels good to me…
nice stuff.
however it has more bloody credits than a feature film.
It’s product all the way through with strong branding wrapped up in a beautiful ad.
Love your work Meaty Bites & Evan. Really nice stuff, JB
Goulburn Valley Gold!
Yes Gary.
Nice work people. I admire all your creative skills, and your advertisements.
I knew there was a use for the fungus that grows on old juice.
Yes 1pm, we’ve seen animation before, but I really like the idea of the world building up inside the bottle.
I think it’s a very original way to treat animation.
I also think the whole ad comes together beautifully.
Very nice strategic shift for the brand.
Where Spring comes from is a strong line.
It will sell shit loads more than the previous positioning (which I can’t even remember).
Deer, turtle and elephant piss. Mmmm.
When will you Patts guys learn not to blog your good stuff on Friday arvo.
Everyone knows the pissed off & the pissed at lunch crowd say there most stupid negative stuff on Firiday arvo.
For what it’s worth, I think it’s cool.
give me a touch of topiary and I’m happy
Classy, creative. Well done.
Jealous of you Pats guys. You always seem to execute with the production companies I’d kill to work with.
Psyob are the shit!
Elvis is a coup also.
And I like the ad a lot.
you know it’s a good ad when you get a smile from a creative.
love it, guys – well done.
Nice work Mr Meates. Lovely.
Up to scratch for Patts. Well done again boys.
Thats the best goddamn thing I’ve seen since I died on the shitter back in ’77.
What can i say?
Even the animation’s poor.
Patts don’t get much wrong. This is up to sctrach.
Now that the authors of the ad have stopped blogging, its time for the rest of us to have our say……it’s a bloody ordinary spot. Sorry guys you might have convinced yourself that it’s gold, but you won’t convince the jury.
@5.41;
Not sure anyone’s trying to convince juries there, or themselves, but I bet it’ll convince the punters. Remember them?
5.41. Jury? You are a spastic.
Good solid ad.
The only thing I don’t like is the the juice which looks like a sample from the Werribee Sewage Farm. I guess apple juice must be hard to look appertising.
Nice to have you back 10.23…….hope your work is more intelligent than your comment.seeoper
Great stuff dudes. Has come up a treat. Go Cats!
I’m with 5:41. ‘Spring’ idea good. Execution crap. Decision to use particular those animals just plain stupid.
I cant believe this made it through. What self respecting client would buy the “animals toilet” idea? Well played creative boys at Patts…one under the radar for awards.
Freak’n Classy Work!
Good stuff Patts. Your client should be very happy. A great new branding for them.
I’m amazed that people can find something not to like about this.
It’s really nice, beautifully made and will do a great job for the brand.
It looks pretty. It won’t win international awards though.
I may be a tad biased, being a dedicated Elvis fan who has always liked this song, but I love the ad. The song Spring Fever features in the 1965 MGM movie Girl Happy. In the movie it is sung as a duet by Elvis and three girls, but was released as a solo on the Girl Happy album. Also, I had a feeling that Elvis had been on an RACV ad a few years ago.
I saw this on the idiot box last night during the Master Chef Launch.
It looked fantastic. Must admit the whole family asked if my agency had done it.
As a good ad man, I just said yes.
Thanks Patts lads for the free kick.
I’ve got to admit, there are a few ads I’ve seen on here and bagged and then seen on the teev at home and thought differently. It didn’t happen with this one, I’m just saying that it does happen sometimes. Just not with this one. Sometimes yes. This no. Huh. Buh.
I saw it last night. Lookd like an ad for toilet cleaner / ambi pure / toilet fragrance. Not something id want to drink…nice animation
thank god ad people can buy music tracks …
Saw It on air and thought it failed.
To much going on for the 30 seconds.
My kids saw it, didn’t get it and weren’t impressed by the animation.
Personally I don’t mind the animation, it just needed to be a 45 or 60.
“the first time an Elvis song has been licensed for commercial use in Australia”
Little less conversation, a little more action?
Never been licensed for commercial use before?
Hmmm.
Try reading that again 9:17…
Then think about where the Nike ad you’re referring to was made.
Nice try though.
1:02, If it ran in Australia, it was licensed for Australia.
But you’re right. Not licensed ‘in’ Australia.
My bad for thinking you were telling half the truth.
Nice spot tho bruz, hope it’s all good ay.
i love this advertisement, and having Elvis’s song featured was the best idea!
There are so many Elvis fans out there, it’s sure to sell . Should be more of it. He’s such a turn on.
thank god ad people can buy music tracks …