The mainstream good vibes of Meyers’ music videos is carried into the spot for Malibu, which also features a video game feel throughout.
The spot opens as its central character enters a fictional hyper-real version of Malibu, where the sun always shines, there are cocktails on tap, and the fun never ends. Plus there’s also a horse made of coconuts named Coco.
The over-arching message of the ad, which is created by Wieden + Kennedy London, is that we should live in the summer mindset all year round. Oh if only, you might cry, but the ad does a good job of switching the brand’s slightly cheesy associations of coconut trees and sun loungers into something kitsch and fun.
“Like a perfect pop track or your cushiest velour sweatpants, Malibu is unashamedly mainstream and deliciously uncomplicated,” say Katy Edelsten and Rachel Clancy, W+K creatives.
The spot will be supported by an integrated campaign across online, digital, out of home and in-store, plus an extensive social campaign, including gifs, stickers and behind-the-scenes content.
Agency: Wieden + Kennedy London
Creative Directors: Anna Arnell, Paddy Treacy, Tom Bender
Creatives: Katy Edelsten, Rachel Clancy, Aleks Atanasovski, Hannah Young
Executive Creative Director: Susan Hoffman
Production Company: Radical Media
Director: Dave Meyers