Nescafé Original has launched a &£10m multimedia campaign to demonstrate people’s need for a cup of the Nestlé-owned coffee brand to get their day started. The campaign, which was created by McCann-Erickson, uses underwater effects to show how people feel before Nescafé, and how they can function properly after drinking a cup of it. The pre-coffee effects were created in an adapted high-dive tank using professional divers. The effects were then combined with real-life footage to create the before and after effect. The campaign – which uses the track Feeling Good, made famous by the late Nina Simone – will break across TV, large-format outdoor, 96-sheet and 48-sheet posters, and radio on May 12. The media planning and buying is being handled by Universal McCann.