Saatchi & Saatchi London: Robinsons gets behind kids’ passions

“The brilliant thing about kids is that when they get really, really into something, it becomes their thing, and they pursue it with passion and inhibition, and we support that wholeheartedly.” [Kate Stanners, global chief creative officer, Saatchi & Saatchi]

85% of parents think that adventure should be an important part of kids’ lives.

Saatchi & Saatchi also knew that kids want to be as cool as teens. So the agency’s ad for Robinsons Fruit Shoot, is an upbeat music video-style spot to the song Want It All, by up-and-coming band, Layup, which has already collected more than half a million streams on Spotify.

The ad was directed by cool directors, Los Pérez (Tania Verduzco and Adrian Pérez) who brought their signature use of bright colours and their award-winning style to the production. (The directing duo’s music videos have been applauded by MTV, Fubiz, Promo News and Vimeo Staff Picks).

The campaign leads with a 30 -second TVC and 20-second cut down and is running on TV and online across the UK, France and the Republic of Ireland. The UK TV spot will promote the Fruit Shoot range while French and Irish versions will promote the main Fruit Shoot product.

Ash Tailor, global category director for kids drinks at Robinsons owner, BritVic, commented, “We’re passionate about inspiring kids’ to find their passion, whatever that may be! It’s this purpose that drives the Fruit Shoot team to create our delicious range of drinks and constantly think of new ideas that will meet the needs of kids whatever their ‘thing’. This latest advert brings our team’s passion and brand purpose to life through our range of products, and we can’t wait to see it go live.”