Tractor Beverage - "Escape the Ordinary"

In 1949, author and literary theorist Joseph Campbell introduced the idea of “The Hero’s Journey” – that most major works of storytelling follow a pre-existing arc in which the singular hero is called to adventure, undergoes trials and tribulations, and through metaphorical death and resurrection returns to the ordinary world triumphant and wiser. It’s a model that has been identified in everything from The Odyssey to Star Wars. So why not a 90 second animated commercial where the monomythical hero is a sentient plastic cup full of ice?

Tractor Beverage Co.’s first ever ad campaign, “Escape the Ordinary” is a psychedelic cartoon odyssey all its own, set to a rendition of Duran Duran’s “Ordinary World” performed by roots artist Valerie June, featuring urban dystopia, dreamscape wonderlands, and better-for-you craft soda fountains. The vivid animation and strange imagery (Why does every individual ice cube have eyes? What is with the faceless flying peach cherubs?) stuck in our minds all year long, and we can only hope it had a similar impact on the consumers who saw this ad in its various forms on streaming services, TV and movie theaters where the disruptive fountain beverage company placed this standout campaign.