Things I don’t understand: Schweppes’ UK ad campaign

There’s an amusing little advert in the papers today showing a line drawing of Parliament with the “Benefit Fraud: We’re Closing In” target superimposed on the image. It’s funny and clever, and it’s for… soft drinks. Eh?

According to the PR blurb:

‘Schweppes’ will push the boundaries with this challenging and fresh campaign by creating Hogarthian-style cartoons that reference current affairs and the news agenda, but with a strong satirical edge. The intricate print executions will be rolled out with a new creative every two weeks until the end of the year. The sheer volume of the cartoons is designed to create an ongoing dialogue with consumers, and bring to life ‘Schweppes” point of view on why experience matters in today’s society, via the witty and satirical cartoon imagery.

The campaign embodies the brand’s rich heritage in social commentary and intelligent, witty personality, whilst embracing the British appetite for this style of humour. Satire is part of popular culture today and ‘Schweppes’ reflects this quintessentially British trait.

Am I the only person who sees the ads and doesn’t immediately think of having a refreshing carbonated drink?