22squared (Tampa)

The long, tiring struggle between orange growers in Florida and Brazil has opened on its largest front yet... the battle between the top three American orange juice sellers for U.S. market share. Florida's Natural Growers, the Lake Wales juice processor, has initiated the new front with a brand new, kick @$ advertising campaign created by 22squared Tampa (HQ in Atlanta). The purpose of these new ads is to capture a bigger market share by showboating that its brand of not-from-concentrate orange juice comes completely from Florida fruit while other brands, such as Tropicana and Minute Maid mix Florida and Brazilian orange juice. Since consumers often worry about the safety of imported products, this campaign takes all those worries away. They're not saying that their company is any better or worse, just simply different. I absolutely love this commercial because it completely captures the idea of "freshness". When the shopping mother sticks her hand through the bushes and reaches into the luscious green orange tree field you can almost taste the juicy oranges in your mouth. It makes you believe that the orange juice is prepared and then shipped IMMEDIATELY at it's freshest state and put on the shelves. Also, in a time where terrorism is heavy in America, it's wonderful to be able to support AMERICAN brands and not rely on other countries for our products.