Hugh Jackman Dances For Ice Tea

Lipton Ice Tea signed on X-Men and Australia movie star Hugh Jackman as a global brand ambassador in January. His first TV spot efforts are now launching and he’s getting a kick out of his first brand partnership.
 
In the "Tokyo Dancing Hotel" spot, Jackman is transformed after taking a sip of Lipton Ice Tea, causing him to put on a campy dance routine in a hotel. “Hard Day’s Work” features Jackman in a kissing scene with Mexican actress Ana de la Reguera. They break from the movie set for a cool sip of tea.
 
The focus of the campaign is to enforce the natural effects of Lipton Ice Tea. As part of the UK campaign, the brand is attempting to change the perception of drinkers who traditionally prefer hot tea. Lipton said 53 percent of UK consumers claimed they did not like the taste of the drink, without evening trying it. The brand will attempt to drive sales by changing consumer attitudes.
 
Jason Green, chief marketing officer of Lipton Ice Tea, said: "Hugh Jackman is the perfect actor for these Lipton Ice Tea adverts as he has such an upbeat attitude to life.”
 
The link between Jackman and Lipton is loose, at best. While the dancing spot is comical, the brand will need to hammer home to consumers that Jackman = Lipton. It’s much easier when the fit is natural in the consumer’s mind. Lucky for Lipton, their agreement with the actor provides three years of time to work on it, the duration of Jackman’s contract.