A new spot for Minute Maid's Pulpy line in China conjures up a touch of Willy Wonka's magic; it envisions a sunny juice factory that's more like an amusement park, complete with roller coasters and festive cannons that squirt pulp into the air like fireworks.
Chinese actor Hu Ge plays the role of president of Pulpy, wearing a top hat and velvet jacket that channels Johnny Depp's costume in Tim Burton's "Charlie and the Chocolate Factory." He leads visitors on a tour of the factory that makes a new triple-flavor Pulpy, whisking them there on a roller coaster over cloud-capped forests.
Inside, the assembly lines are covered with grass, and a gadget that looks like an amusement park octopus smashes the oranges. (Funnily enough, MullenLowe Group's brand logo is an octopus.) It's sunnier than Burton's universe; Think California, not industrial London. "Triple the pulp, triple the pleasure" is the tagline for the new Pulpy drink, which is one of Coca-Cola Co.'s brands.
The spot was directed by Eric Will of A New Life Films, with the cool special effects courtsey of Juice and Xiaowen. The campaign also includes digital, social, content and events.