Hydralyte drenches thirst in new campaign via newly appointed agency Five by Five Global
Independent agency Five by Five Global has announced the launch of its first work for Hydralyte, Australia’s leading rehydration brand, with the brands first standalone TVC in almost three years.
The new campaign marks the beginning of an exciting partnership with Five by Five Global, which recently won the business via a competitive creative pitch.
The new ad – titled “Drench Your Thirst” – employs bold 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 aims to grab the viewer’s attention in a very unexpected way.
It’s the agency’s first work under the leadership of new Managing Director, Mark Anderson, and reflects the agency’s simple mantra of ‘Loud and Clear’ under the agency’s proposition as ‘Creative Problem Solvers’. Anderson comments “Hydralyte leads the category and we wanted to find a way to boldly rearm 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 continues: “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 comments: “We’re thrilled with the end result, and the brand plays a very clear role in the storytelling, without detracting from the entertainment. The proposition couldn’t be conveyed more bluntly! 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, with media managed by This is Flow.