Deutsch LA's first for 7UP since winning the account - “Light it Up,” features the DJ Tiësto as part of the #7 x 7UP campaign that features 7 electronic dance music artists. It’s also a product of our new DLAtino multicultural marketing practice and illustrates the way that marketing to Latinos has changed. The ad is in English, not Spanish. Increasingly, Latino consumers are watching their content in English, so marketing to them isn’t just about language, it’s about culture.
Dr Pepper Snapple Group is trying to reach Latinos through music they love. For example, Tiësto isn’t Hispanic, but our research found that he’s by far the most popular electronic dance music artist among our Latino audiences.
The spot was shot in a hillside village in Valparaiso, Chile, in part because the setting spoke to many Latinos’ memories of visiting their families. Our crew completely rewired the village to light up in the ad, and built a performance space that it later donated to the village as a park. They slept in the streets and used the bathrooms in the villagers’ homes.
When Chileans heard about about the concert Tiësto was giving, they came from all over Valparaiso to hear him. He played for three consecutive nights from dusk to dawn, performing even when the cameras weren’t rolling.
Advertising Agency: Deutsch LA
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
Production Company: Smuggler, Los Angeles, California
Editorial Company: Union Editorial / Circus, Santa Monica, CA
Post: The Mill, Santa Monica, CA
Music: Tiesto ft. Iconopop “All It Takes (Let’s Go)”