"When Romeo Bingham created a catchy hook for Dr Pepper, they never expected the video to go viral beyond the internet. Now, the hit has gone from TikTok to national television as the soda brand used the tune in its ad campaign for the Football Playoff National Championship. As a major fan of Dr Pepper, Bingham first made the video signaling their love for the soda Dec. 23. It swiftly went viral, garnering tens of millions of views for its homemade appeal."
"Co-produced by creative agency Deutsch, the ad gives the 25-year-old, known on TikTok as @romeosshow, rightful credit for the song at the bottom of the feature. The 15-second ad twice during the championship game. "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," explained Deutsch's co-chief creative officer Ryan Lehr, as reported by Bandt."
Romeo Bingham posted a homemade Dr Pepper jingle on Dec. 23 that quickly went viral on TikTok, amassing tens of millions of views and inspiring remixes from other creators and fans. Dr Pepper incorporated the original hook into a 15-second commercial that aired twice during the Jan. 19 Football Playoff Championship and credited Bingham in the feature. The ad was co-produced with creative agency Deutsch, which emphasized a simple execution built around the earworm. Since the airing, the Washington-based creator will continue collaborating with Dr Pepper on social content, illustrating the growing role of diverse creators in advertising.
Read at Black Enterprise
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