Lipton Green Tea 立頓綠茶廣告 2011
May19

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Lipton Green Tea 立頓綠茶廣告 2011

Posted on May 19, 2011 in CM | 32 comments

上海 -立頓公司茶品產業最新口味的立頓即飲綠茶推出新一波的廣告戰役。

該廣告將在電視廣告，影院廣告，網絡及戶外全面展開，而該廣告會隨著5月19日的“加勒比海盜-驚濤怪浪“首次放映的影院廣告首次在全國展開。

LIPTON green tea 50s version

亞洲明星大腕金城武擔任主演。電視廣告帶著觀眾一同前往美麗的杭州西湖，共享一次迷人的電影體驗。廣告中，金城武喝了一口立頓綠茶，接著被它的清爽原味帶到了如畫的龍井茶勝地-西湖。該廣告採用了“幻想之旅“作為其創意理念並融合了優美的特效來展示人們喝了立頓綠茶而體驗到的茶的振奮和刺激作用。

擁有著最佳的生產價值和一流的演員和工作人員，該廣告成為立頓的又一里程碑。立頓繼續在中國執行其敏銳的品牌戰略，作為茶品專家（一個全球知名茶飲料品牌）主導著的該市場。DDB的上海團隊為拍攝整個廣告奔赴了東京，曼谷和悉尼。

百事立頓國際亞洲區營銷總監李凱特說：“即飲茶飲料在中國的競爭是十分激烈的。該廣告不但在戰略上完美無缺，而且在執行上也是異常優越。我相信它會在該行業立定一項新的標準。

LIPTON green tea 30s version

Shanghai, China, May 19, 2011 – DDB Shanghai is launching a fresh new campaign for Lipton’s Ready-to-Drink Green Tea, the newest flavor in the company’s ready-to-drink tea line. The campaign will be rolled out via TVC, cinema ads, online and outdoor, with the cinema ad making its debut nationwide at the movie premiere of “Pirates of the Caribbean: On Stranger Tides” on May 19.

Starring popular Asian actor Takeshi Kaneshiro, the TVC transports audiences to Hangzhou’s beautiful West Lake for an enchanting cinematic experience. In it, Takeshi takes a drink of Lipton Green Tea and is transported by its refreshing and authentic taste to West Lake, a picturesque location famous for its Longjing tea leaves. The campaign utilizes an “imaginary journey” as a key creative concept and incorporates elegant special effects to bring about a revitalizing and stimulating tea effect that one experiences when drinking Lipton Green Tea.

With a slick, first rate production value and an A-list case and crew, the campaign represents another milestone for Lipton as it continues to execute an incisive brand strategy in China, leading the market as a global tea beverage brand known for being The Tea Experts. The entire production of the campaign took the DDB Shanghai team to Tokyo, Bangkok and Sydney.

“I’m confident that this campaign will bring about an eye-opening experience to the audience and to the competition as we continue to promote the brand communication idea via a first-class execution,” said Margaret Wu, Director-in-Charge of Lipton at DDB Shanghai.

This is the second year that Lipton has collaborated with an A-list cast and crew, with Takeshi Kaneshiro as the spokesperson, Masami Kamiyama as the director, and Takaki Kumada as the photographer. In 2010, DDB Shanghai collaborated with Lipton on a launch campaign for Lipton’s Ready-to-Drink Sri Lanka Black Tea, also starring Takeshi Kaneshiro.

“The competition in the ready-to-drink tea category in China is fierce. Not only is this campaign strategically sound, it is exceptional in execution. I’m sure it will set a new standard in the category”, said Kate Lee, Asia Marketing Director, Pepsi-Lipton-International.
Credits:
Client: Pepsi-Lipton-International China
Creative Agency: DDB Shanghai
Chief Creative Officer: Michael Dee
Director-In-Charge: Margaret Wu
Production House: InShow
Post production house: Post Modern
Director: Masami Kamiyama
Photographer: TakakiKumada