Schweppes embraces the power of the meme in a campaign signed by Grey Tel Aviv, directed by Tal Zagreba and produced by Rabel

Ads, Creativity

Great Guns’ Tal Zagreba has directed a brilliantly zany new campaign for Schweppes to launch its new energy drink. Creatively devised by Grey Tel Aviv and produced by Rabel, the comedic new ad expands the beverage brand’s appeal to younger audiences by harnessing the power of the meme.


Centering around the idea that Schweppes Energy unlocks ‘a different kind of energy’, the ad focuses on what happens when a group of friends decide to test it out for themselves…to deliciously surprising results. Suffice to say, things get pretty weird – as one sip unleashes a whole world of wackiness and wild shenanigans involving horse-head masks.

Tal Zagreba worked in close collaboration with the creatives at Grey Tel Aviv to create the punchy campaign. He said:

Schweppes Energy is a completely new drink and its slogan is ‘A Different Kind of Energy’ – so we had to meet the expectations. Our target audience was the 16-24 age range, so we had to raise the level of nonsense and madness of the campaign. We decided to take ownership of the internationally famous meme and internet trend: the horse mask – which I personally adore. My goal was to create something fresh, easy-going, funny and a bit stupid all at the same time – like a spontaneous joke between friends. Along with Grey Tel Aviv’s brilliant Creative Directors Asa Keren and Yonatan Title, we wanted to get wild, and what could be wilder than a bunch of wild-horse-masked-millennials? (…)

The biggest challenge was to find a wheat field during wheat-harvesting season. Several times, we found the perfect location, only to return a few days later for scouting to find no wheat left! Even on the day of the shoot, I was astonished to see that part of the wheat had been harvested. Fortunately, they had left us enough to work with – even if we had to fake some of the shots and run in circles. I’d like to thank Schweppes Israel, Rabel Films, and Grey Tel Aviv for choosing and trusting me to create this awesome campaign.

Great Guns is an award-winning content and music video production hub, with a reputation for creativity and excellence. The carefully-selected roster includes international feature and TV directors, commercial directors, short film and music video directors and brilliant emerging talent. Working across its global network, Great Guns produces high quality creative work for commercials, feature films, music videos, tv, digital, events, installations, photography, documentaries and branded content.

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Client: Schweppes Israel

Agency: Grey Tel Aviv

  • VP Clients: Elad Hermel
  • VP Creative: Tal Riven
  • Creative Directors: Asa Keren, Yonatan Title
  • Client Manager: Hanni Kadosh
  • Art Director: Ayelet Gorgeous Erel
  • Account Supervisor: Natali Koskin Levi
  • Account Executive: Maya Adiv
  • Producers: Liat Levi, Lior Shviki
  • VP Strategy: Irit Speisman
  • Traffic and Projects Manager: Galit Siman-Tov
  • Traffic: Helit Barazany, Tair Gil Or
  • Creative Digital: Idan Tsahar, Albertin Ballas, Yuritz Yves, Nurit Cohen
  • Studio: Lior Hirsh
  • Staff Media Com: Shiri Friedman, Natali Keinan, Yana Kolik, Zina Niazov
  • Production Company: Rabel Films
  • Director: Tal Zagreba
  • Executive Producers: Amit Dekel, Dror Nimowitz
  • Line Producer: Yarden Shimonie
  • Post Producer: Limor Har-Lev
  • Co-Producer: Great Guns
  • AD: Avi Satat
  • DOP: David Stragmeister
  • Focus Puller: Eytan Ben-Arieh
  • Art Director: Netta Dror
  • Choreography: Itay Axelroad
  • Make-Up: Dorit Cohen
  • Hair Design: Alon Zadok
  • Wardrobe: Danny Bar Shay – “Hakol Dvash” Studio
  • Gaffer: Rami Levi
  • Best Boy: Aviv Ziffer
  • Gaffer Assistant: Alex Izraev
  • Grip: Ziv Raviv
  • Sound Recordist: Tamir Attali
  • Original Music: Monster Music
  • Post Production & Sound Design: Broadcast Media
  • Narrator: Dedan Uziel
  • Casting: Ruthie Blum
  • Cast: Jack McEvoy, Madison Hoke