Mar 24
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In 28 Years Later there is a prominent shot of an advert for Tango Orange, a brand of pop drink produced by BritVic. One of the most intriguing parts of the premise of 28 Years Later is British society crumbled in 2002 and ceased to contribute to global culture so, while we were spared some of the more mawkish Danny Boyle films, the people left inside the quarantine zone that is the British Isles are left only with what was in the public consciousness in 2002. The subversive and cheeky advertising of Tango is part of that, along with the Teletubbies, Mighty Morphin' Power Rangers and whatever symbolism can be gleaned from the side of a tin of Strongbow cider.
But the Tango connection goes deeper that that. One of the biggest moments in contemporary British advertising belongs to the Orange Man from the Tango marketing campaign, one which was banned for being too infectious: children imitated the Orange Man and the happy slapping spread across the world.
https://youtu.be/iqVFnxHWnlc
The Tango advert in the film invokes the memory of a shambling orange man who transmits a sudden and shocking change in state to those he strikes. His gait resembles that of those infected by the Rage virus and his coloration is picked up by a character in the film who has discovered that painting oneself orange defends a person against transmission of the virus.
We could stop there, but hang on - let's look at the archery-adept residents of Holy Island, home to our protagonist, Spike. I've already mentioned the Strongbow cider tin, invoking the Battle of Agincourt against the hated French, and the supremacy of British ingenuity against invaders.
They grow apples on Holy Island in 28 Years Later, and Spike is given an apple by a girl his age. His teacher's name is Rosie and is dressed like someone who lives on an orchard. There is a comedic beat where Spike opens his kit bag, meant to represent a week's worth of survival equipment and supplies for him and his mother, and it is entirely full of big juicy apples.
This may be an example of his childish underpreparedness, but he may have been acting under the instructions of a salacious can of Tango Apple.
https://youtu.be/Yklxtx6CPMQ?si=zAdSnYZRDKVhHCDJ
Finally, there was another campaign from Tango that featured a cult of Jim, a sexually charged and comedically menacing group of zealots whose fixation on 'Jim' was beyond our grasp. This concept is featured in the denouement of 28 Years Later.
https://youtu.be/dZ_2fFQhFBQ?si=sVAh-sr8-cMOF-UG
A major theme of 28 Years Later is how deeply the ideas, quirks and prejudices of your home embed themselves in a developing mind. In the nine years since the United Kingdom declared itself a quarantine zone, we are left with the growing unease of being stuck on this island with only the litter and debris of the world from 2016 to inform our dreams, our hopes and our morality. Who of us is painted orange in some dim association between that colour and violence? Which forgotten words and images absorbed as children inform our sexual indentities as adults? In a generation's time, what will a person who is nostalgic for the reign of Charles III look like? Who will remember the dead and honour them and who will work to forget them? And will any of us truly know when we have been Tango'd?
Idris bottle stopper, featuring royal coat of arms. This would almost certainly have been used with a dark green bottle containing aerated water or some kind of soft drink, which is what Idris sold. Idris & Co was founded in the 1870s in Camden Town, north London, by Thomas Williams, a Welshman. Williams changed his surname to Idris in 1893 and became a Liberal MP in 1910. The company was bought out in 1967 and is now part of Britvic.
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