Drench Beverages in the UK are taking Picasso’s cubist method literally in an advertising campaign being shown in UK cinemas and online at www.staydrenched.co.uk and YouTube. “Cubehead” opens on a man sitting down on a Tube station bench. This is no ordinary man: his face is divided into twelve cubes, all of which are improperly placed. Realizing he needs to ‘get himself together’ before the train arrives, he begins shifting his ear square to the forehead position, his nose square to his chin position and so forth. He can’t quite get it right, so the man takes a gulp of Drench, poured into his mouth currently positioned where his forehead should be, and gets to work. A shift or three later and the man’s face looks normal again, save for the right-angle lines all over his face. He puts his MP3 player headphones in and nods his head to the beat of the music. The spot closes on the Drench bottle beside him and the super, “Brains perform best when they’re hydrated. Stay drenched.”
Click on the image below to play the Cubehead video.
The campaign also includes the web video “Mr. Memory,” which went viral earlier this year and received 100s of thousands of hits on YouTube. The cleverest pet goldfish ever, Mr Memory, performs at his best with the help of Drench. The Stay Drenched YouTube channel includes goldfish quiz question videos.
Click on the image below to play the Mr Memory video.
The Cubehead campaign was developed for Britvic at Clemmow, Hornby, Inge & Partners, London, by creative director Ewan Paterson, creatives Dave Masterman and Ed Edwards, and agency producer Kate Hardwick.
Filming was shot by director Ulf Johansson at Smith & Jones Films, London, with director of photography Stephen Keith-Roach and producer Philippa Smith.
Editor was John Smith at The Whitehouse, London, with producer Lisa Kenrick.
Visual effects were produced at The Moving Picture Company, London, by VFX supervisor Matthew Unwin, VFX artists Michael Gregory, Jason Hayes, Lisa Ryan, VFX elements camera operator Tobie Lang, colorist Jean-Clement Soret and post produce Chris Allen.
Audio post production was done at Wave Studios, London, by sound designer Parv Thind, and Dolby mixer Tony Rapaccioli.