The new campaign is a throwback to the 70s and 80s advertising that created the 'Solo Man'.
Australian soft drink brand Solo has launched its first brand campaign in two years, developed with TBWA Melbourne and Carat.
The new campaign showcases how "modern men'' become thirsty.
In the two TV ads, one father is charged with building his daughter's robot costume for a school play, while in the second, a housemate takes it upon himself to build a dog house, each taking each task a little to far.
Each ad is accompanied by an '80s styled' montage tune, asking what it now takes to be a 'Solo Man' and ending with the phrase "you've got to crack a Solo."
The campaign is a call-back to its famous 70s and 80s advertising, where the Solo Man tackled extreme activities in order to work up a sweat.
The new campaign, ‘A Thirst Worthy Effort’, offers a new take on what it means to be a Solo Man in 2018
“Modern masculinity takes many shapes and forms and our new SOLO Man exemplifies exactly that," Schweppes GM marketing Lisa Saunders says.
The campaign, which features outdoor, print, and AV for online and social, will run for six weeks.
