This year's eagerly anticipated Super Bowl commercial break was marked by nostalgia - not only did actresses Alicia Silverstone and Elisa Donovan return to the screen as Cher and Amber from the extremely popular 1990s romantic comedy Clueless (which was so successful that it was followed by the popular TV series and book series of the same name) but the legendary Walter White (Bryan Cranston) and Jesse Pinkman (Aaron Paul) from the cult TV series Breaking Bad also got the opportunity to launch a new addictive product. Yet, the biggest star of the commercial break was an immortal classic - the American musical Grease. This year it celebrates 45 years since it was first released in cinemas, and it is perhaps surprising that its principal characters have made very few returns to their film roles in the past. Audiences were all the more delighted when they discovered that John Travolta had decided to don his leather jacket again after nearly half a century.
DANNY HAS GOT OLDER AND NOW HE WANTS A RELIABLE 5G
The very concept of Grease on paper never sounded particularly exceptional. It is a classic romantic comedy set in a high school environment, with the central motif being the love of two young people from seemingly disparate social groups. Danny Zuko, played by John Travolta, is a typical troublemaker who, instead of studying, prefers to hang out with a local gang of greasers calling themselves the T-Birds. Sandy Olsson, portrayed by Olivia Newton-John who died last year, is a young student originally from Australia who begins her first year at Rydell High School and learns about the workings of the local high school hierarchy. These protagonists meet by chance on the beach during the summer - and so begins their love story, which is still considered one of the model case studies for rom-com writers. It is not just the script itself - Grease became a hit thanks to its cast, set design, and above all its catchy soundtrack and flawless choreography.
It goes without saying that the 45th anniversary of this cult classic needed to be celebrated appropriately. The Super Bowl, as the biggest holiday of American advertising production, was the first choice, as was the opportunity to bring the original actors back to their costumes, at least symbolically. This effort, however, runs up against the sad fact that Olivia Newton-John has died and so the whole return of Grease has a somewhat bittersweet flavour. But the marketers at T-Mobile, one of the largest global telecommunications operators, have not shied away from the challenge and have prepared an advertising campaign that not only honours the enduring film classic and the life and career of an acting legend but also offers viewers a fun alternative to what Grease “could” look like in 2023. As a result, Danny Zuko has been given new sidekicks, and the song Summer Nights, which is originally about fleeting summer love, has become an ode to the unparalleled 5G internet.
The T-Mobile ad takes place in a picturesque urban suburb, where two neighbours are just discovering that someone new is moving in down the street. And of course, it is none other than Danny Zuko who has undergone such a major visual change since his high school years that even the “grease” could not help him. Nowadays, it is normal that arranging for your internet connection is one of the basic things you have to deal with when moving into a new place. And a pair of locals have some good advice for Danny - which cannot be expressed better than in a song. The overall relaxed spot, which is mainly meant to awaken a good mood in the audience, is also helped by the great chemistry between Travolta and his long-time friends and acting partners Donald Faison and Zach Braff. Not only did they spend many years together in Scrubs but they also currently co-host their podcast. And doing commercials for T-Mobile is not a new experience for them either. Travolta could very well be the new third to the bunch, as a rather heated debate has already developed about whether he will be back for the 2024 campaign as well.
Video: T-Mobile – New Neighbor. Longer Song. (2023)
“Chemistry cannot be created. It is or it isn’t. I love the dynamic between the three of us. It’s a special energy. I know it sounds odd. It’s like a special art to do musical comedy and advertising, that has a vibe, a frequency that is different than other types of performance. When I see all three of us together, I feel like we should do something else with this, you know?”
hinted Travolta at where his collaboration with T-Mobile and the Faison-Braff duo could go. It is not too likely that the marketers will follow up their current success with another Grease, but on the other hand, they are getting a great character actor on their team for whom any challenge is no obstacle. So the audience has a lot to look forward to in the future.
Moreover, the return of Danny Zuko comes at a time when two prequel projects to the legendary musical are underway. A film and a TV series are expected to expand Grease’s universe in the near future. For Travolta, the decision to wear the leather jacket again was not an easy one. Since the film’s premiere in 1978, he has only done so once when he and Olivia Newton-John were taking part in a joint sing-along performance. “The commercial is in keeping with the spirit of the movie, as well as being humorous about it. All this is tongue in cheek, which is what I love about it, why I said, ‘Yes.’ It was the first time we’ve ever been asked to use a ‘Grease’ song and spoof it, to be honest. I’m curious why it hasn’t happened before,” Travolta revealed the reasons why he finally gave the nod to T-Mobile’s offer.
While the absence of references to Grease in television advertising is surprising, it does not mean that it is absolute. We have seen marketers attempt to build on the pop culture star legacy. The musical soundtrack is no doubt a goldmine for such efforts. And unsurprisingly, the chart of the greatest hits ever includes the iconic tracks Summer Nights and You’re The One That I Want, which are not to be missed on any proper wedding or oldies party DJ playlist.
Doja Cat put on pink and went chasing new flavours
In 2021, Pepsi Cola came forward with its own vision of what Grease could look like half a century later. In the same year, the company launched a new limited edition of its Soda Shop beverages, and unsurprisingly, the entire accompanying marketing communication relied heavily on vintage motifs and consumers’ hunger for a healthy dose of pop culture nostalgia. Cans with vintage designs were one of the main draws for potential customers - as were the relatively old-school flavours (cream and black cherry). Pepsi even appeared in the original Grease - it was sold in the Frosty Palace, a soda shop and a regular hangout for the film’s protagonists. So the synergy is literally on display. But the marketers decided to go the route of combining the tried and tested with the innovative.
The Pepsi commercial is set against the backdrop of Rydell High School - specifically, the parking lot that was the second home of Travolta’s T-Birds. Viewers will recognise the iconic setting from the film, which is now the setting for the remake. Pepsi is in the habit of teaming up with famous singers for its marketing purposes and it has done so again this time. The spot features hip-hop star Doja Cat who has created her own cover of You’re The One That I Want for the ad. The video clip premiered at the MTV Video Music Awards (VMAs) in 2021, where it was clear from the audience’s reaction that Pepsi had tapped into the nostalgic mood of society. But unlike Sandy and her Pink Ladies friends, Doja Cat is chasing Pepsi’s new Soda Shop flavours rather than men in the parking lot.
Video: Pepsi – You’re The One That I Want (2021)
“On a psychological level, when people are in times of stress or uncertainty, they look for comfort. Indulgence is one way and nostalgia — simpler times — is another way. That’s where these trends have really bubbled to the top,”
explains the choice of strategy Todd Kaplan, Pepsi’s vice president of marketing. The resulting ad is thus a more faithful reimagining of the hit musical than the more recent spot with John Travolta, but this is largely because the efforts of the two campaigns are also very different. In a time marked by the ongoing coronavirus pandemic, Pepsi captured the mood of society that was in need of reassurance, and delivered it in the form of a 21st century remake of a popular film. The talent and creativity of the then twenty-five-year-old rapper was one of the necessary ingredients for success.
“I just remember seeing that Sandy as a kid and that just basically defining my existence, so in that moment, I was like, I need to be here [doing the commercial],” Doja Cat shared her motivation for working with Pepsi. But she also admitted that the cover version of the musical classic was more of a challenge than she had originally anticipated. “I sing, but I feel like I have a lot of trouble signing certain things, even my own songs. This was one of those songs where I had to really push and find different parts of my singing ability to make it happen. Back then, music was so different and so carefully done. It wasn’t just loops and beats, which is why I feel like this was a bit harder for me. I can’t believe I was able to kind of hit some of those notes because it’s a very difficult song to sing. I’m happy about it,” adds the international music superstar. And viewers are also happy.
Songs from Grease are popular but it does not always work
What both campaigns have in common is that they received a truly massive amount of media attention at the time of their premiere. Other brands have also tried to use the songs from Grease in the past. However, the success of their commercials is in many cases questionable - sometimes they were good spots that just did not resonate enough in their time to be remembered, while other times they were poor quality productions. The following are examples of companies that have tried to make the most of Grease’s legacy.
In 2011, Aerogard, an Australian company manufacturing and selling insect repellents, introduced its experiment. In Australia, Aerogard is a leader in its segment, so it is not surprising that it has the resources to pay for an expensive creative campaign. The basic premise of Aerogard’s commercial presentation is based on the idea that summer is a great time of year, but one that can easily be spoilt by mosquitoes and other disease-carrying insects. In Australia, teeming with rich flora and fauna, this is especially true. The performance consists of a mass sing-along event at the campsite. In a song set to the Summer Nights theme music, it celebrates the benefits of a quality repellent that allows you to make the most of a summer holiday. Of course, there are many beaches, the typical Australian bush, and caravan parks in the set design. The goal of the marketers was to achieve a combination of unforgettable summer experiences and the protection that Aerogard repellents provide. The ad itself met with mixed reception - some viewers liked it because it was brimming with good cheer but for others, it proved too cringeworthy. Either way, this is another example of marketers trying to build on Grease.
Video: Aerogard – Summer Lovin (2011)
Much less spectacular is the 2014 commercial for Twizzlers strawberry chew sticks. The campaign creators also attempted to put a new spin on a popular musical song, but their efforts were met with only a lukewarm reception. In this case, the cover of Summer Nights was provided by the American electropop duo Karmin, who failed to create a viable alternative. In terms of creativity, the video clip was also insufficient, based entirely on a red computer animation in which the viewer follows the trajectory of various summer scenes such as the beach, a seaside amusement park or fireworks. Since the campaign was designed to promote a new summer strawberry flavour, it goes without saying that strawberries are featured in the spot. You can say that this is an ad that neither impresses nor offends. Despite taking advantage of the popularity of the well-known song, it is certainly not a memorable presentation. This work by Twizzlers and the duo Karmin is undoubtedly proof that simply playing a familiar string without engaging the necessary creativity is definitely not enough to succeed.
Video: Twizzlers – The Twist You Can’t Resist (2014)
And finally, something completely different. The prestigious Chanel N°5 perfume line has long been in the habit of promoting its new and old fragrances in the form of advertising films. It is always clear which clientele Chanel is targeting, so there is certainly no shortage of luxury locations, products and protagonists who seem to have stepped straight out of the world’s sexiest women and men charts. In terms of concept, the world of Chanel is hundreds of miles away from the world of Grease, but that does not mean you cannot find a perfect link between them in the form of a shared musical theme. In this particular spot, starring Brazilian top model Gisele Bündchen and Dutch-born actor Michiel Huisman (known to Czech fans mainly as Daario Naharis from Game of Thrones), there is a lot of glitz either. A rousing musical rendition of You’re The One That I Want would probably stick out like a sore thumb in this context. Considering that the advertising film was directed by the master of creative alteration Baz Luhrmann, it is no wonder he decided to join forces with a musical artist who turned this song into a rather heavy lo-fi matter that better correlates with what is happening on screen. That indie pop multi-instrumentalist is Matthew Jordan Hemerlein, better known by his stage name Lo-Fang. In doing so, the two authors have managed to give the classic Grease a new meaning and purpose that one might not have imagined to work. Lo and behold, in a film for Chanel it can work quite well.
Video: Chanel – CHANEL Fragrance (2014)
Grease has aged in half a century, but that is not a bad thing at all. On the contrary, it seems to be the most in vogue now since it was released in cinemas. The original film may have been followed by a failed sequel, but the currently promised prequel projects suggest that the classic could see a truly multi-platform franchise approach where the biggest pioneers are giant studios like Warner Bros., Disney and Marvel. This will definitely bring many new marketing opportunities - and perhaps right the wrong that John Travolta mentioned after accepting T-Mobile’s offer.
