Rubicon and IMA-HOME “Release the Sunshine” with Inspiring Campaign for AG Barr

An irrepressible new campaign for soft drink brand Rubicon brings joy and sunshine to the everyday by transforming an ordinary, overcast street scene into a sun-filled dance floor.

Global full-service agency, IMA-HOME, has been AG Barr’s lead creative partner for the last four years and has worked with the Rubicon Masterbrand Campaign Platform - Made of Different Stuff for three years. The newest Made of Different Stuff execution - Release the Sunshine - delivers on emotion with an audience insight relevant to Rubicon. The harder life becomes, the more important it is to find moments of joy in the everyday.

The TVC features Leo, a vibrantly-dressed young man going about his normal day, until he drinks a Rubicon. This instantly releases uncontainable joy within. He is spontaneously compelled to move, shake and body-pop. Even the street furniture, pedestrians and delivery driver blocking his way can’t hold him back.

Leo’s infectious energy impacts everyone he encounters, turning their disbelief into pure joy as he brightens up their day. At the height of the euphoria, we snap back into reality to find that the feeling is not a scene from a musical – the sunshine is inside him, thanks to Rubicon.

Lucy Henderson, marketing director at AG Barr, said, “IMA-HOME has come up with a big creative idea that truly lands the feeling of what it’s like to drink Rubicon, capturing the sunshine that the drinks are made of. The campaign will drive salience, encourage curiosity and connect us to the huge growth potential we see for the brand.”

Alex Uprichard, managing director at IMA-HOME, added, “This is our third year evolving Rubicon’s creative and we’re delighted to deliver another vibrant, multi-channel campaign. This new work taps into Rubicon’s product truth – it is “Made of Different Stuff” – to show the sunshine within the drink. We can’t wait to see its impact in the real world.”

The campaign, planned and bought by the7stars, can be seen this week and runs until 13th June across TVC, BVOD, SVOD. OOH and DOOH will be on roadside, transport - including tube - and city locations. Digital will be on YouTube, while social takes in TikTok, Snapchat, X and Meta.

With thanks to media partner the7stars and production partner Chief.