Dramatises the act of rehydration that comes every time you reach for the Hydralyte.
Independent agency Five by Five Global has launched rehydration brand Hydralyte's first standalone TVC in almost 3 years.
The ad, “Drench Your Thirst”, employs hyperbole to amplify the impact of Hydralyte’s rehydration formula.
With a creative approach that pushes the boundaries of visual storytelling, the commercial dramatises the act of rehydration that comes every time you reach for the Hydralyte.
This is a marked step away from the brand’s usual creative approach and is the agency’s first work under the leadership of managing director Mark Anderson.
Anderson said Hydralyte leads the category.
"We wanted to find a way to boldly reaffirm this position with consumers and dramatise the rehydration process, by turning this into a visually captivating experience that resonates with, but also entertains, consumers," Anderson said.
“The client gave us a lot of creative freedom and the talent did a brilliant job ensuring we completed the shoot in one day, a big achievement when working with water in this way. The Woodshed, our production partners, did an incredible job with nailing each of the scenes and editing.”
Care Pharmaceuticals senior brand manager Alexis Wormleaton said the brand is thrilled with the end result.
"The brand plays a very clear role in the storytelling, without detracting from the entertainment. The proposition couldn’t be conveyed more bluntly," Wormleaton said.
"The agency invested the right amount of time in pre-production to ensure the water drop worked naturally and the shoot went very smoothly as a result.”
The Drench your Thirst campaign, set to debut on 1st October, will be featured across TV, cinema, OOH and across social media.
Credits
Creative: Five by Five
Media: This is Flow
