7Up Commercial

Soft Drink commercials often use music to show people having a good time while enjoying a can of... [insert brand here]. What's unique about this particular commercial for 7UP is not the people drinking     the drink but the vibrant energy and collaborations this drink brings. This 7UP Commercial marks the brand's collaboration with EDM  (electronic dance music) culture. It functions to promote the drink and the upcoming EDM festival in 2015. It's also a preview of the DJ artists', Tiesto and Martin Garrix, new song "The Only Way is Up". It's a strategic way to debut the brand's partnership with EDM artists and introduce the genre to a new audience. The fast paced, upbeat tempo makes you wanna be a part of something bigger, even if you're not into EDM this ad will get you moving. Take a look:

The first shot opens in a desert outside of Las Vegas, with a single tower in the middle of the vast emptiness. It's interesting to choose this location outside of Las Vegas as Vegas would be the appropriate venue for a concert. But this just shows that you don't need a fancy, eccentric location to get music lovers to show up and have a good time. It proves that the location could literally be in the middle of nowhere and the music will bring people together.

Figure 1. Desert outside Las Vegas

The next shot is of DJ Tiesto, for those who don't know, looking up at the tower and where his DJ booth is locate. The 7UP can in Figure 3 is placed right next to his spin table making it easy to reach for a quick drink.

Figure 2. DJ Tiesto looking UP 

Figure 3. Can of 7UP in DJ's Booth

The next scene is of Tiesto arriving at the top of the tower and getting ready to start up the music, up until now there is no music in the background, when he hits the button the music starts. Then the whole scene begins to light up in the colors of the 7UP brand, red and green. The light shoots down the DJ tower across to another tower and shows a massive crowd surrounding the booth about a hundred feet below.

Figure 4. DJ Tiesto starts up the music and begins the rave

Figure 5. The lighted red tower shoots to another lighted green tower across the dessert

Figure 6. When the towers light up the audience is seen wearing light up bracelets surrounding both towers.

The next shot is of the two DJ's, Tiesto in red and Martin Garrix in green, acknowledging one another and showing that they are both in sync with each other. A caption of the artists and their new song, The Only Way is Up, is also shown in the bottom right corner to let the audience know who they are and the name of the song they collaborated on.

Figure 7. DJ Tiesto waving across the desert. 

Figure 8. DJ Martin Garrix acknowledging  him and pointing back at him. 

The  scene then cuts to a wide shot of both towers as the lights are flashing in sync to the beat of the music in the 7UP colors. The energy is really high and the crowd is immersed in these colors making it look like they are part of the beat.

Figure 9. The towers light up together in the 7UP logo. 

Then we finally see a close up of an audience member drinking 7UP while looking UP to the music.

Figure 10. Member of the audience drinking 7UP

The last shot really reinforces the purpose of the commercial, the two DJ's teaming up together. It zooms out to the globe to show them sharing their music with the world.

Figure 11. This collaboration shows them making their mark in the world. 

This commercial goes beyond the artist endorsement of a brand, it really immerses you in the culture and the music. The electrifying music and lighting brings people together, and the encouraging slogans tells the audience to ultimately "Live it Up".