Cannes Lions
DEUTSCH LA / KEURIG DR PEPPER / 2019
Overview
Entries
Credits
Background
Dr Pepper sponsors College Football, the most popular sport in America. But Dr Pepper is a soda, not a sports drink. Players don’t drink us, and we don’t have a natural place on the field.
That’s why we turned our attention to the hundreds of millions of fans tuning-in to College Football religiously, week after week. While the other sponsors were making commercials, we decided to entertain fans with a “TV Show” that celebrated them.
Each episode combined classic Hollywood TV tropes with real-life fan behaviors, deep College Football insights and copious amounts of Dr Pepper product placement.
In “Blindsided,” we use a familiar TV setting (a hospital) for a twist on a delivery room/family drama. The episode highlights the tension and animosity that exists between rival fan bases (in this case “State” fans and “Tech” fans) and how that could impact the relationships in a household.
Execution
“Fansville” is a dramatic TV show parody about a town where everyone (literally, everyone) is a die-hard College Football fan, whose fandom is fueled by Dr Pepper.
In the episode, “Blindsided,” a young married fan couple unexpectedly give birth to a rival fan baby which causes thoughts of infidelity to swirl throughout the delivery room. The episode stars real actors from TV-Dramas, a College Football legend and Dr Pepper as the fuel behind the College Football fandom.
The episode stars real actors from TV-Dramas and Dr Pepper in a supporting role as the fuel behind the College Football fandom.