UK Fruit Flavoured Carbs brand Tango has launched a new integrated campaign, called “Warden”, which aims to continue driving differentiation for Tango Orange by reasserting its powerful taste compared to generic orange fizzy drinks.

The spot, created by agency of record, VCCP London and its content creation studio Girl&Bear, and directed by renowned comedic director Ben Tonge, aims to highlight that Tango’s dangerously potent flavour leads to outrageously bold behaviour (getting Tango’d) by showing a prison warden who starts dancing up and down the hall to no music after taking a sip of Tango Orange.

The advert opens with the warden entering a prison cell, where “contraband” has been smuggled. He asks the inmate to hand the item over, to which the offender replies: “What sir? It’s just a bit of fizzy orange.”

It soon turns out that inside the generic bottle of fizzy orange it’s actually something else: a can of Tango. “It’s Tango Orange, the most powerful flavour on the street!” exclaims the warden, instructing then the officers to send the prisoner “to the hole!” As the prisoner is taken away, the warden dips his finger into the can to taste the “contraband” and then starts dancing up and down the hall to no music.

Alarms blare and prisoners look at him confused. “He’s completely Tango’d” one of the prisoners exclaims as rolls of toilet papers get thrown at him.

“Get back to yourselves,” the voiceover says at the end of the advertisement, adding the tagline “Get Tango’d”.