CHI and Partners have created an amazing commercial for Drench, a UK brand of mineral water-based juice. From what we can tell, Drench is Britain’s very own version of Vitamin Water. The commercial titled Cubehead features a man who’s head is all mixed up, sort of a Picaso meets a Rubix Cube. The commercial leaves you in suspense wondering what product is being featured. In the beginning I thought that I was watching a commercial for a particular brand of headphones, or maybe even awareness pertaining to mental illness. In any case, eventually a Drench bottle appears, and after a quick sip, Cubehead goes back to looking like the rest of us. The tagline reads: “brains perform best when they’re hydrated.” It’s a great looking commercial and the fact that it keeps you guessing what’s being advertised helps to build excitement.
