The creative seeks to show the affinity between fruit and water, highlighting the drink’s blend of the two. The TV ad and posters feature real lemons, limes, oranges, raspberries and apples basking in the refreshing qualities of water.
This Water marketing manager Sarah Smart says: “The media plan addresses consumers at points when they will really want refreshment – when the sun is shining.”
The outdoor campaign includes heat-activated digital posters which automatically light up when the temperature reaches 22 degrees centigrade.
The TV ads use 80s pop star Billy Ocean’s ballad “Suddenly” to demonstrate the “love” between fruit and water.
The ad was created by freelance creatives hired by the Gallery Network. This came after This Water parted company with its ad agency Hurrell Moseley Dawson & Grimmer earlier this month.
However, a This Water spokeswoman denies the campaign has been created in a hurry and claims the brand team has been working on it “for months.”
This story first appeared on pitch