To support its move in to supermarkets this spring, Britvic's drench water is launching a new TV and digital campaign on May 13, created by CHI & Partners, which builds on its positioning around mental hydration.
Instead of talking about its provenance (from Yorkshire) or purity (100 percent spring water), drench's message is focused on the benefits to mental performance of staying hydrated.
The TV campaign features the puppet "Brains" from Thunderbirds, giving the performance of a lifetime while keeping himself topped up with drench water. Proving that, "Brains perform best when hydrated," he dances to the 1990s dance classic RHYTHM IS A DANCER with a unique combination of moves from crumping to knee slides.
Directed by Ringan Ledwidge, the ad will appear as a 90, 60 and 10 second spot. Licensing rights to the classic Thunderbirds are controlled by Granada Ventures.
Mel Beer, Head of Licensing at Granada Ventures, said, "Thunderbirds is a household name and Granada Ventures is very proud to hold the rights to such a popular and acclaimed retro favorite. This brand has continued to thrive in an ever changing market place, and the Britvic ad campaign shows that with the right creative approach, vintage brands can be as innovative and cutting edge as their modern contemporaries."
The web experience builds on the TV by giving people the opportunity to test their own mental performance by making brains dance -- using either their webcam or keyboard. The test rates people according to alertness, memory and concentration, and the top performers will be rewarded with a free MP3 download of RHYTHM IS A DANCER.
Cameron Davidson, senior brand manager for drench at Britvic said, "As the only water brand to communicate the benefits of drinking water for mental hydration rather than just provenance, drench is a great proposition for consumers looking for bottled water to drink in the office, on-the-go and at home."
Check out the ad at www.drenchwater.co.uk.
Project name: BrainsClient: Britvic, DrenchCreative agency: CHI&PartnersCreative Director (copywriter and art director): Ewan PatersonPlanner: Ben SouthgateAgency Producer: Ben ClarkProduction company: Rattling StickDirector: Ringan LedwidgeProduction company Producer: Sally HumphriesChoreographer: Litza BixlerDancer: Anthony TrihearnDirector of Photography: Ray CoatesProduction Designer: Nick Foley OatesEditor: Richard Orrick at Work Post Post production: The MillPost Production producers: Gemma Smith and Laura Brooks3D Animators: James Sindle, Jesus Parra and Josh Fourt-Wells VFX supervisors on shoot: Hitesh Patel and Rich RobertsFlame Ops: Barnsley Audio post-production: Aaron Reynolds at WavePuppet Maker: John Roberts at Puppet WorldLead Puppeteer: Ronnie Le DrewPupeteers: Sarah Wright, Sue Dacre and Libby GrangerStrategic music consultant: Dave Bartram at The Band Brand AssociationTrack: RHYTHM IS A DANCER by SNAP courtesy of Luma Music, Universal publishing and Warner Chappell publishing.Media agency: Mindshare
