Tropicana Solves The Arctic's Lack of Sun

So Tropicana has launched a new campaign and has fully moved on from its packaging mishaps of last year.

A truly beautiful and heartwarming spot. And I really enjoyed it... the first 10 or so times I saw it - during the week it launched!

Though I am a fan of ads that try to move a brand beyond its functional traits (and build associations beyond the product itself), this type of emotional advertising is probably not best served by extreme amounts of media frequency.

I'm sure it will win some awards, but if I were managing the brand I would be a little concerned with this ad would warming peoples' hearts, and then wearing them out.

Perhaps an example of a fantastic spot that was delivered to market in the wrong way...