"The signal was so loud that ignoring it wasn't really an option,"
"Rather than overcomplicating the idea, we focused on honoring what made the jingle special in the first place. We kept the execution simple, built around the original hook, and let the earworm lead."
Romeo Bingham posted a short, catchy jingle on TikTok on Dec. 23 that went viral, spawning remixes and millions of views. Dr Pepper licensed the jingle and worked with agency Deutsch to produce a 15-second TV commercial that preserves the original hook and on-screen lyrics, crediting the creator in the corner like a music video. The ad is scheduled to run during the College Football Playoff National Championship on ESPN. College football functions as a cultural touchstone for the brand, and the Fansville franchise remains a central pillar of Dr Pepper's growth. Multiple brands reacted quickly and sought similar creator partnerships.
Read at BET
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