Brains Works Best When Hydrated!

By John Freeman on May 12, 2008

(with thanks to Jeremy Briggs): Hot on the heels of the Specsavers Thunderbirds-inspired ad for their Reaction glasses comes a new commercial from mineral water company Drench using a dancing Brains to promote their product. Brains dances his way through the ad, refreshed and taken to new heights (literally!) when he drinks Drench water.

The Guardian reports that the £5.5m Drench ad campaign, created by ad agency Clemmow Hornby Inge, breaks tomorrow, Tuesday 13 May, and marks the agency’s first TV work for the Britvic brand.

The campaign for Drench aims to position it in the “mental hydration” sector of the water market.

Drench’s TV campaign will be supported by a digital push that will include the launch of www.staydrenched.co.uk, a website where users will be able to test their mental performance by making Brains dance using a webcam or keyboard. The Drench site also includes a Making of film.

This is the third Thunderbirds-inspired advertisement to surface this year: as mentioned, Specsavers have used Virgil and baddie The Hood to front a recent campaign and in January, EDF Energy featured a “recycled” clip of the show in a TV ad pushing the company’s green credentials.

John Freeman

The founder of downthetubes, which he established in 1998. John works as a comics and magazine editor, writer, and on promotional work for the Lakes International Comic Art Festival. He is currently editor of Star Trek Explorer, published by Titan – his third tour of duty on the title originally titled Star Trek Magazine.

Working in British comics publishing since the 1980s, his credits include editor of titles such as Doctor Who Magazine, Babylon 5 Magazine, and more. He also edited the comics anthology STRIP Magazine and edited several audio comics for ROK Comics. He has also edited several comic collections, including volumes of “Charley’s War” and “Dan Dare”.

He’s the writer of “Pilgrim: Secrets and Lies” for B7 Comics; “Crucible”, a creator-owned project with 2000AD artist Smuzz; and “Death Duty” and “Skow Dogs” with Dave Hailwood.