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Dr. Pepper Celebrates Individuality with T-Shirt Uniforms

From Deutsch LA comes the above TV spot for Dr. Pepper, set to debut during the BCS National Championship game tonight. As college football fans know, it’s a funny coincidence that tonight’s game will be anything but “one of a kind,” as the two teams playing already met once before in the regular season (with LSU beating Alabama 9-6 in overtime).

As you’ll notice, “Always One of a Kind” is veering quite a bit away from the “controversial” nature of recent work for Dr. Pepper 10, which is, by the way, “not for women.” For the brand’s full calorie-d product, Deutsch is taking a more inclusive approach. See, Dr. Pepper classic isn’t just for women. It’s for proud cougars who wear their identity on t-shirts. It’s also apparently for control freaks, momma’s boys and canine wingmen, all of whom look quite dashing in red. And, in case you’re wondering, the “I’m a Pepper” shirt that shows up at the end is an homage to a 1970s TV campaign of the same name.

The obvious complaint is that the “one of a kind” individuals in the spot are all wearing the same t-shirt, an observation that skeptical millennials are sure to point out upon seeing the ad. Well, Dr. Pepper has them covered, because viewers can actually purchase customized “I’m a (declaration)” shirts from Dr. Pepper’s website. I wonder if “I’m a Coke loyalist” or “I’d like to teach the world to sing” will fly with the powers that be. Also, for you social media devotees, Dr. Pepper’s promoted #ImA hashtag is currently trending nationwide on Twitter. Credits, and an animated new spot from Deutsch (this time for Diet Dr. Pepper) follow after the jump.


Deutsch Creative Credits and Titles:

• Chief Creative Officer: Mark Hunter
• Group Creative Director: Frank Dattalo
• Senior Copywriter: Jed Cohen
• Senior Art Director: Karl Haddad
• Director of Integrated Production: Vic Palumbo
• Director of Broadcast Production: Victoria Guenier
• Executive Producer: Tricia Hoover

Production Company(s)/Based in City/State:
Smith & Jones Films, London England
• Director: Ulf Johansson
• Director of Photography: Andrzej Sekular
• Executive Producer/Line Producer: Philippa Smith
• Production Manager: Natalie Isaac

Editorial Company: Whitehouse Post
• Editor(s): John Smith
• Assistant Editor(s): Shane Reid
• Senior Producer: Kristin Branstetter
• Executive Producer: Sue Dawson


Merman :30

Deutsch Creative Credits and Titles:
Chief Creative Officer: Mark Hunter
Group CD: Chris Ribeiro
ACD/Art Director: Barney Goldberg
ACD/Copywriter: Rob Goldenberg
Art Director: Denison Kusano
Copywriter : Jason Pickar
Director of Integrated Production: Vic Palumbo
Director of Broadcast Production: Victoria Guenier
Producer: Autumn Myers-Childress

Production Company(s)/Based in City/State:
Bent Image Lab (Portland, OR)
• Director: Ken Lidster
• Executive Producer: Ray Di Carlo
• Executive Producer: Tsui Ling Toomer
• Senior Producer: Kara Place
• Associate Producer: Kirsten Acheson
• Production Coordinator: Nate Baston
• Production Coordinator: Keith Rice
• Director of Photography: Bryce Fortner


Editorial Company/based in City/State and list editorial credit(s):
Bent Image Lab (Portland, OR)
• Editor: Jeffery Dawson

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