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Tuesday, Jul 23, 2002

pop tarts

"Needless to say, the flavor of the Fanta ads is more about borderless fun than the gritty details of the global commerce machine. But in a funny way it was the ads themselves that reminded me, indirectly, of Fanta's origins: The commercials are basically a clever repackaging of almost every youth-marketing trope in recent memory—their leavings, if you will—with plenty of pop culture scraps besides. In the jargon of a pitch meeting, it's a post-ethnic, multinational, transracial, global village, lip-syncing girl band meets prefab boy band, retro-swinger, Austin Powers/Ocean's 11 semi-camp, quasi-kitsch, virtual nostalgia, club remix, neo-urban, alterna-brand, anti-Cola … vibe. Oh, and any of these ingredients may contain some irony—but it's the all-natural kind."