Play it better - ex adds friends - Fanta | Clapboard Ad Archive
Fanta’s Play it better – ex adds friends campaign, launched by Pereira & O’Dell in the United States in 2016, demonstrates the brand’s acute understanding of its Latin American teen audience by tapping directly into the awkward realities of digital adolescence and reframing everyday social media blunders as opportunities for self-expression and confidence. Breathing new life into the global Play It Better platform, this digital-driven, fully integrated effort from the non-alcoholic drinks category uses surging, visually dynamic animation to capture attention and animate the high-stakes, low-consequence social mishaps—specifically, the all-too-relatable moment when an ex unexpectedly adds your friends online—faced by contemporary teens. Rather than tracing classic story arcs or overplaying resolution, the creative sets up instantly recognizable scenarios and pivots them through a Fanta-fueled, easygoing lens, embodying the brand’s signature levity and optimism. The core insight, expertly developed by the agency, draws on the resilience and performative humor of social natives, encouraging young consumers to flip the script on embarrassment by embracing the action-oriented rally cry #LevaNaBoa—an invitation to take things lightly and with a sense of play. What Clapboard’s taxonomy would classify as FORMAT#6 BENEFIT CAUSES STORY, the campaign’s narrative structure centers the product benefit as the accelerant that transforms fail into win, using expressive, exaggerated animation to symbolize the attitude shift Fanta enables, rather than explicitly stating product attributes. That approach dovetails seamlessly with the campaign’s multiplatform deployment, extending storytelling into web films, TVC, OOH, packaging and robust social activation, engineering both perennial reach and authentic engagement on the channels teens inhabit most. The tone throughout is unmistakably playful and empowering, prioritizing inclusivity and self-assurance without patronizing or moralizing—reflecting the broader category shift toward brands as both social catalysts and emotional companions in the daily, digital-first lives of their consumers. Fanta’s amplification of real teen dilemmas, coupled with inventive visuals and campaignable behaviors, embeds the brand squarely in the heart of youth culture, reinforcing its status as an ally when social stakes feel their highest. The campaign earns 63/100 in Clapboard’s global creative archive. For the industry, this work signals a calibrated understanding of how global brands can respectfully localize universal platforms, showing that relevance is achieved when product purpose and audience worldview align through insight, craft, and strategic omnichannel execution.
.webp)
