SodaStream is recruiting Snoop Dogg for trip adverts about easy pleasures and sustainability
Many people's holiday celebrations will look different this year, including Snoop Dogg. There, the famous chill rapper and ubiquitous advertising man plans to build life-size gingerbread houses, leave some tracks in his home studio, and remind his kids to put their screens at the dining table (unless they're watching his old music videos, of course).
We have to ask ourselves: what did he do before?
Anyway, the personable artist, fresh from a popular Corona commercial, plays in a new global SodaStream campaign with a strong environmental message delivered with an intentionally light touch. (He's dating "an almost extinct friend" – a computer-generated sea turtle – who spits out a few rhymes and then drops the microphone. His kids and even his Rottweiler look like little clones.)
PepsiCo's brand continues its ongoing battle against single-use plastic bottles, drawing on a like-minded personality in association with Snoop.
A plant-based food fanatic and early investor in Beyond Meat, Snoop was already using SodaStream products, which made it a logical solution, according to Karin Schifter-Maor, the brand's global CMO.
“We wanted this campaign to be fun and cool, and Snoop delivers that,” Schifter-Maor told Adweek. "He's a legend around the world. That fits in with our goal of making the sustainability message accessible to a wider audience."
The bottled water brand's research found that consumers are more concerned about sustainability than ever and, particularly during lockdown, are looking for rituals that give them a sense of control. SodaStream built these insights into its biggest year-end effort to date, Schifter-Maor said.
The campaign, which has been in planning since June, was shot in a single day in Los Angeles. SodaStream executives watched on Zoom from their headquarters in Israel. The creative draws a parallel between enjoying the small moments in life and the gradual but significant contribution to earth movement.
The work is by director Jake Szymanski, under the supervision of Alon Seifert, a McCann veteran who, with George Clooney, took on the creative direction of the decorated Nespresso series.
Digital video is being launched in more than 20 markets around the world today, including Europe, Asia and the United States. The enormous problem of plastic waste is addressed, but reduced to a manageable level. For example, Snoop points out that if he wants to save thousands of single-use plastic bottles, he doesn't necessarily have to set up his own nature aid fund. He can just use SodaStream.
The brand's last major prominent promotion took place in February for the Super Bowl. Beloved scientist Bill Nye and 18-year-old astronaut Alyssa Carson played in "Water on Mars".
Creative director: Alon Seifert
Production company: Jiminy Creative Tel-Aviv
Production Services: Talented Youth LA
Director: JAKE SZYMANSKI
Cinematographer: Eric Treml
Broll / BTS Video: Eduardo Caprilles
Photographer: Nihat Odabasi
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