7UP’s fizzy spots celebrate togetherness

One of two news spots, created by Isla and directed by Martin Jalfen, for the Latin American market, Karaoke taps into the joy of life’s special shared moments.

While Laughter depicts the intimacy of a good giggle between family, friends, and lovers, Karaoke trades lols for singing with groups of funsters in cars, kitchens, clubs and more, giving a host of impassioned renditions of the song El Sol de México by Luis Miguel. 

Jalfen explains that realism and authenticity were central to the campaign. He achieved this in part by street-casting real people in Mexico City where the shoots took place. 

Enhancing the realism and vibrant tone of the spots, Jalfen and his production crew shot them on a 16mm camera while making use of a wide array of compositions and camera pans to slowly draw the viewer into the intimacy of each scene in a way that felt organic and human. 

“I'm tremendously grateful that Isla entrusted me with the freedom to visually experiment with their concept," said the director, "from composition and cinematography to art direction and colour grading, each scene in these spots feels like a moving photograph."