Pick of the week

This week’s pick of the week is a lovely little campaign from CHI, done for Drench – the self-described ‘juicy spring water’. It was released as a 60 second cinema ad and quickly went viral, stirring up lots of praise in adland and beyond.

The idea is basically that the brain works better when hydrated, and instead of showing this in the typically naff way, Mother have made it into a rather pleasurable viewing experience. Have a look and see what you think…

http://www.youtube.com/staydrenched

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