Danish beer brand Tuborg is aiming to help Gen Z take a relaxing break from their stressful, chronically online lives with a new campaign film that taps into the power of music.
Developed in partnership with Copenhagen-based agency Worth Your While, ‘Feel the Drop’ is designed to help Gen Z stop scrolling and live in the moment.
According to the brand, as many of as 50% of the generation say they’re too stressed to even pursue fun experiences. This latest TV spot looks to break stress’ grip by celebrating youth subcultures through the power of the beat ‘drop’ present throughout dance music.
“Now more than ever, fun and connection matter. Music has the power to unite us, turning ordinary moments into unforgettable shared experiences – something Tuborg has always championed,” Tuborg global marketing manager, Jack Calderwood said.
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“We’re excited to launch ‘Feel The Drop’, a celebration of the excitement, sense of freedom and release that only music can bring.”
Crafted in collaboration with UK outfit We Are Social, the campaign will run for the coming year across TV, video-on-demand and social media, supported by out-of-home, digital and PR executions.
Worth Your While creative director and founding partner, Carl Angelo added: “We didn’t build a campaign to tell people what to do. We built a feeling. One that lives in the bass, in the chaos, in the crack of a bottle cap.
“The drop isn’t just sound – it’s a shift. A rupture in the noise. It’s a moment of release. A pulse of freedom. And maybe even a way back to themselves.”
