Tango Soft Drinks Make Doing Hard Time So Much Fun

Shake it, wacky warden!

In VCCP London's latest work for Tango, a prison warden busts dance moves so ludicrous, they should be illegal.

Combining Elvis Presley's Jailhouse Rock gyrations with John Cleese-style silly walks might yield something like the frenetic foolishness in the :30 below.

Tango | Warden

Ben Tonge directed through VCCP content studio Girl & Bear. It's kind of exhausting to watch, but oddly exhilarating nonetheless.

Tango's all about riffing on criminal justice these days, as "Warden" follows 2023's stupid crime-scene scenario. Such work helped drive a nearly 13 percent sales boost in the past year, the brand says.

Pouring on the subversive humor serves as a broad continuation of Tango tropes from the early-90s. Back then, pre-internet, "Orange Man" became a cause célèbre and one of the era's most beloved (or possibly reviled) ads from the U.K.

Current efforts target Gen Z, with TikTok posts and OOH elements in the mix.

David Gianatasio
David Gianatasio is managing editor at Clio Awards.

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