Afros, jacuzzi-ing mascots, puppetry, anime and a schmarmy guy using the drink as aftershave speak to the brand's 20- to 30-year-old target.

The creative team behind the campaign is art director Lara Palmer and copywriter Marcus Sagar (Palmer has since left the agency). Working from the brief "Feel Alive," the creatives built on the number five, dividing the spots into five vignettes and even including an onscreen counter that clocks up to five in each little episode. "We came up with tons of vignettes," says Sagar. "The client was kind of nervous at the beginning so we reassured them that to break through to the target, to get the talk value or watercooler chit-chat, you've got to be out there."

Many a vignette didn't fly, including one involving Malaysian deities, but by keeping with central themes such as sports, other vignettes, like a wrestler throwing himself at a guy in a giant Five-Alive carton, the wackiness flowed as freely as the carbonated juice. Steve Emmens, the broadcast producer on the job says all 10 vignettes were produced on a limited budget.

"We knew we weren't going for big production, rather somewhat stylized, minimal and clean," says Emmens.

For a write-up on the music and sound of these spots, see "Jive Juicers."

Visit the screeningroom to view the spots.

Credits>

Agency: Leo Burnett, Toronto

Chief Creative Officer: Judy John

Copywriter: Marcus Sagar

Art Director: Lara Palmer (no longer with the agency)

Agency Producer: Steve Emmens

VP, Account Director: Bob Shropshire

Production Company: Radke, Toronto

Director: Matt Eastman

DP: Marc Laliberté Else

Executive Producers: Scott MacKenzie & Jamie Phair

Line Producer: Andy MacLeod

Editor: Griff Henderson, School, Toronto

Transfer: Eyes Post

Music/Sound: Grayson Matthews, Toronto

Digital Design: Crush, Toronto

Animated Segment: Chuck Gammage

Animation, Toronto