Schweppes: One Day You'll Understand

Del Campo Saatchi & Saatchi Argentina has created a new ad for Schweppes harking back to the days of cassette tapes, dial-up internet and the two-week period you'd have to wait before seeing your photos developed.

The point is to show that life has since evolved, but the quality and enjoyment of Schweppes remains the same. The campaign is aimed at men and women of the Generation X era who are approaching their 40s, illustrating how the limitations have made them so distinctive.

“We believe that a person in their 30s or 40s responds more to the message ‘enjoy life’ rather than the usual advertising messaging of ‘become a millionaire’ in a typical perfume ad.’ Partly because that was the spirit of their time, and partly because they know by now that that yacht isn’t going to happen,” says the agency of the new work, shot by Marcelo Burgos.