The ad, created by CHI, targets young working adults and the launch of the ad will be the first time drench has featured on the big screen.
The ’Cubehead’ ad features a man with a Rubik’s cube puzzle for a head drinking drench in order to rehydrate while waiting for a tube train.
The man’s Rubik’s head magically solves itself as he drinks drench. It is set to the 1979 dance anthem ’Oops Upside Your Head’.
The ad will first air in cinemas on 6 August and will be supported by online acitivity, in-store activity and a PR campaign.
This story first appeared on pitch