Will British bottled-water purveyor Drench and ad agency CHI & Partners make a
creative splash as they follow up their sublimely freaky "Cube Head" spot from
last year? The new ads, for the Juicy Drench line, are set in the time-honored
scientific lab, but they never match the inspired outre lunacy of the earlier
effort. Sure, it's patently unfair to compare them, so that's exactly what
I'll do. The cube ad worked so well because it presented a single supremely
weird creation--a guy manipulating his Rubik's puzzle-style head to to get a
drink--in an otherwise ordinary subway station. With no other visual
distractions, the clip's weird star commanded our total attention. In
contrast, the new spots are crammed with all kinds of visuals, so they lack a
firm focus. Plus, they offer no juicy juxtaposition of the strange and the
familiar. Everything is odd from the start. So, when "wacky" stuff ensues, our
expectations are met, not exceeded. Still, these new ads do have their charms,
and we're treated to a fire-hose mega-drenching of test subjects and a mobile
home's merciless water-bombing from above. Sadly, they lack a cameo by Dame
Judy Dench, who would ...
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