PUMP introduces Kiwis’ hydrated alter ego Dairy Dancing in new campaign via DDB Aotearoa
The sweet feeling of vitality has this week been captured in the new brand campaign from Pump via DDB Aotearoa – Dairy Dancing.
The 60” TVC brings to life the undeniably good feeling of becoming hydrated with Pump when you’re thirsty through the combo of dance, a dairy, and an unlikely hero in full cycling kit.
The spot sets the scene by inviting viewers into a Kiwi dairy in summer – fans on, customers browsing, cashier counting change, when suddenly a sweaty cyclist hobbles through the entrance, making a beeline for the fridge area, to reach for an icy cold Pump.
As fellow customers watch on in anticipation, the rider in shining cleats takes his first sip of Pump. Suddenly the tempo changes, set initially by the clomping of cycling shoes, as our revitalised protagonist breaks out in a jazzy tap dance of sorts, quickly escalating into the most expressive dance to ever take place in a dairy. Bystanders stand in awe and envy.
Says Angela Broad, head of marketing and design, Coca Cola Amatil: “We are thrilled to launch our new brand platform through Dairy Dancing by creating a campaign that celebrates a feeling that is often quickly forgotten – quenching your thirst with a Pump, when you’re on the go and craving water. A split second that makes you feel like breaking out in a dance.”
Says Gary Steele, ECD, DDB Aotearoa: “We wanted to visually capture the internal feeling of rehydration through the metaphor of dance. When out and about, we often forget about the feeling of thirst… it tends to grow and grow until it’s impossible to ignore. The feeling of becoming hydrated when you’re thirsty is extraordinary – Dairy Dancing was created to make Kiwis feel good, because that’s what Pump does best.”
Pump’s Dairy Dancing campaign launches with a 60”, 30” and 15” TVC/OLV, three 6” OLV and is integrated with social media.
General Manager Strategy & Brand: Wendy Rayner
Head of Marketing and Design: Angela Broad
Brand Manager: Kristin Paddy
Agency credits:
Chief Creative Officer: Damon Stapleton
Executive Creative Director: Gary Steele
Creative Director: Freddie Coltart
Creative Director: Matt Williams
Managing Partner: Nikki McKelvie
Business Partner: Crystal Clark
Senior Business Manager: Ella Bilham
Executive Planning Director: Lucinda Sherborne
Executive Producer: Judy Thompson
Lead Integrated Producer: Samantha Royal
Integrated Producer: Melissa Ching
Production Company: Sweetshop
Director: Mark Albiston
Executive Producer: Kate Roydhouse
Executive Producer: Ben Dailey
DOP: Ginny Loane
Editor: Luke Haigh
Colourist: Pete Richie
Post Production: Perceptual Engineering
Music: Cam Ballantyne, Beatworms
Photographer: Mat Baker
14 Comments
for the agency having to work on a product that’s so shit for the planet, then doing average work that doesn’t reflect consumer behaviour, then having to PR it.
Nice.
I had some water like this at Splore once… Ironically, it made me more thirsty.
For I feel. Maybe you should exercise more. It helps.
https://www.youtube.com/watch?v=nqhLn76kCv0
Another day, another ‘try this product and you’ll feel like this dancing person’ type of ad.
I think this is great. I get it. Nailed a lovely insight into the current and previous connotations of the product in an honest and brave way. Nice.
I also express myself through interpretive dance when I can’t find the right words.
I just realised that this is the third time DDB has done a dance ad in recent times, the others being the Tokyo Dry and the Lotto ad shot in Albert Park singing that tv show theme tune.
I’m sure there was one for The Warehouse too, but searching for it would dirty my otherwise perfect search history.
Dirty old plastic water bottles should be eliminated. Maybe Pump brand could lead the revolution (somehow?), then they’d have something to write an ad about…
You forgot the ultimate dance ad…Speights. (That one’s actually great though, to be fair.)
I exercise all the time- and like all exercising people I carry a refillable water bottle. Like this bike rider would have.
This work is so terrible on so many levels.
You’ve totally missed the point. And that’s fine because you’re clearly not the market targeted.
See, I don’t excersise all the time. I do it in ADHD fuelled bursts around the million other things I have to get done. And I always forget my water bottle. Like the cyclist I’m overweight too (big giveaway).
But you know what. Like him I’ll probably out dance you for 12+ hours straight at a rave any day of the week. And I don’t really want to be on one of your silly little bikes either.
Next time I get dragged out on a run with my wife, decide to go for an unprepared and ill advised swim, or just walk too far on a hot day trying to get my steps up; I’ll make sure I stop for a pump.
And whilst I’m enjoying that refreshment I’ll have just a tiny bit of a smile on my face thinking about your “exercising all the time”, smug, and self rightious comment.
The ad will have worked, I’ll feel refreshed, and bonus! I get to have a laugh at your expense at the same time. Thanks.
It’s great work… on so many levels.
Started to count how many people where involved in making the most stupid add I lost count. Not making me go buy this product.
haha funny ad go brrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrr