The campaign, which also sees the return of the brand's famous strap-line 'You know when you've been Tango'd', enters this week's Adwatch at number seven, with 61 % recall.
The recalled ad, entitled 'Diver', shows a man who wears a helmet stuffed with oranges. A magnet, which hangs from a nearby crane is switched on, lifting the man high into the air. He is then swiftly dropped to the ground and gets covered with the orange juice and pulp - but appears very pleased.
A second spot shows a man feeding oranges into a juicer attached to a water-bed pipe. Once the water-bed is full, he climbs on top. A porcupine comes enters the room and punctures the bed, leaving the man happily drenched in the orange juice.
Tango hopes the new work will help win back market share from the likes of rival Fanta by widening its appeal, and focusing on its flavour.
Brand controller Janine Chandler says: "We wanted to bring the product back to the ad strategy, hence more concentration on the hit of the whole oranges.
"However, we felt that Tango has established a terrific brand personality over the years - its strapline became everyday vernacular. For this reason, we decided it would be wrong to throw away the strapline, which is part of the brand's history."
Clemmow Hornby Inge scooped the £5m account in February this year after Tango's parent company Britvic called a review after ten years with HHCL and Partners. HHCL made the brand famous for its controversial advertising with characters such as its bald orange man who slapped people's faces.
But it lost the account after failing to retaliate strongly enough against the brand's continuing fall in sales. Tango saw a 17% year-on-year decline in sales in August 2001.
The ad broke on May 6 and runs until August, including increased exposure during the World Cup. The campaign is supported by outdoor activity, a new web site, on-pack promotion and sampling. Media is through MindShare.
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