Even to this day I am not sure exactly what it was about this advert that made it so popular among myself and my friends, but it is still an advert I look back at with great affection. It was seemingly based within Tango headquarters, with a grainy picture of Mr Gardner reading a letter of complaint from a young French exchange student called Sebastian. The complaint? That Blackcurrant Tango was not as nice as the other Tango flavours. Ray apologises in a seemingly normal manner, before beginning an epic riposte. He describes how passionately he feels about Blackcurrant Tango, and introduces Geoff, who has been working on Blackcurrant Tango for three years. Slowly a group is building around him, and music is faintly playing. It used to be only at this point that you would fully recognise the advert, and slowly smile as you knew what was going to follow. Ray gradually gets more and more agitated, as he smoothly makes the transition from businessman to boxer. The scene changes smoothly too, as Ray first walks from a corporate business site and ends up marching and then jogging into a boxing ring beside some white cliffs (thought to be at Dover). However it is not the smooth changes in clothing and scenery that made this advert memorable, it was the dialogue. Passionate and angry in his defence of Blackcurrant Tango, Gardner's words could be misinterpreted as anti-French racism. Personally I did not find anything especially funny in the famous "You're one dissenting voice in a billion Johnny French, you're that!" line, indeed that might have been the weakest line in the whole script. However it was this effortless transformation from corporate representative to scowling madman which made the advert (and indeed a big impression upon impressionable young men such as myself). The rage and sheer political incorrectness of the call, "Come on France! Europe! The World! I'll take you all on!" bro ke with convention and could not fail to raise a laugh, no matter how many times you saw it. I do not know how much the advert cost to make. It appears cheap to begin with due to the poor picture quality, but that surely must have been balanced by the presence of two Harrier Jump Jets at the end? And how long did it take to make? It appears to be a "one-take" commercial, but again they surely must have taken an awful lot of time to show the magnificent aerial view of the scene at the end? This is probably still my favourite advert of all-time. They say imitation is the greatest form of flattery, and even to this day the jokes of "Come on then!" and "I'll take you all on!" are still heard occasionally. Here's to you, Ray Gardner. You truly are a legend, even if you failed to convert me (or indeed even make me think of) Blackcurrant Tango.
When the ad starts, a corporate exec is sitting in an office giving what would appear to be a straight faced apology in response to a complaint form someone called sebastian. but he doesn't apologise, in fact he starts getting quite annoyed, pointing out several stereotypes of the background from which he assumes sebastian is from (ie he starts taking the mickey) from there, the scene then develops into a boxing/wrestling ring where the exec issues a challenge to sebastian and anyone else who doesn't like tango. When i first saw this add, for the first few seconds i actually thought that he was going to apologise, but as i realised what it was about, a grin spread accross my face. Not many people make adds like tango - another favourite billboard of mine is "Tango - Officailly a drink during Euro 2000" (if the dates wrong i'm sure someone will tell me:)) i just hope tango keeps up the quality of their adds!!
Tango, very well known for their crazy adverts, started advertising Blackcurrant Tango. And MY GOD what an advert this was! For those of you who don’t quite remember, it involved an executive for Tango receiving a complaint from someone named ‘Sebastian’, saying how he didn’t quite like the taste of Blackcurrant Tango. The ad started with the executive in his office, talking about the complaint he received. This exec then got up, kept on talking (tone of voice changing), saying how he disagrees with Sebastian, and how Sebastian isn’t really a very good person. Suddenly this exec is removing all his clothes, talking in an angry tone (“COME ON SEBASTIAN”) and is out of the building where he works! The location changes, we see a wrestling ring, dance music kicks in and the exec is saying how he’ll take Sebastian, the country and the world on! This is probably one of the best adverts I’ve ever seen, mainly because of how unpredictable, funny and watchable it was. As for selling the product… who knows! Plus the music that plays during the end, Felix – Don’t You Want Me, was re-released because of this advert… and it is one hell of a tune! To me that piece of music was one of the most memorable things about that advert.