Alas, there are no “T-shirt uniforms” to hammer home the message of individuality in this latest Dr. Pepper campaign from Deutsch LA, which is now eschewing grandiose productions and blockbuster cross-promotions to instead focus on real people, real stories. The above spot, dubbed “One in a Billion” (title track courtesy of the Vinyl Hearts), should give you the basic gist of how the agency’s ongoing “Always One of a Kind” campaign for the soda brand is evolving.
The heartwarming, human interest angle is one that’s been tread on aplenty, but it’s a somewhat interesting detour considering that at the end of the day, all agency and client are doing are selling soda. Will it take this year? Who knows, but in the meantime, check out out two specific stories, one focusing on a model-turned-boxer and the other a mother of five/roller derby queen along with credits after the jump.
Chief Creative Officer: Mark Hunter
Group Creative Director: Brett Craig
Creative Director: Xavier Teo
ACD, Art Director: Erick Mangali
ACD, Copywriter: Chris DeNinno
Copywriter: Jason Pickar
Art Director: Denison Kusano
Director of Integrated Production: Vic Palumbo
Director of Content Production: Victoria Guenier
Executive Producer: Lisa K. Johnson
Producer: Alison McMahon
Producer: Matthew Magsaysay
Music Supervisor: Dave Rocco
Production Company: Radical Media
Director: Chris Milk
Executive Producer: Donna Portaro
Executive Producer: Frank Scherma
Head of Production: Cathy Dunn
Producer: Line Postmyr
Director of Photography: Greig Fraser
1st A.D.: Anthony Dimino
Post Facility: Company 3
Colorist: Dave Hussey
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