Actiph Water gets wet and wild with Deadpool & Wolverine

A disruptive video ad that maximises on Actiph Water's partnership with Marvel Studios to build brand awareness.

Challenge

To create a unique, disruptive video that would help the Actiph Water brand achieve cut through in a competitive, traditionally low-interest category – to build brand awareness & affinity. With the biggest challenge being how to combine the Actiph story with Disney approved Deadpool trailer footage.

Insight

Targeting 18-45 years old, ABC1, ambitious, health conscious, Marvel lovers, we had permission to go full inuendo on this campaign – keeping the ad in line with Deadpool’s well known humour to create an even stronger affinity with the movie.

Creative Strategy

Central to our creative strategy was the innuendo insight and achieving the right balance of showcasing both the product and the movie – all while ensuring everything we created would blend seamlessly with Marvel’s premium cinematic trailer quality.

Our ‘Wet & wild’ creative route delivered this through a carefully crafted script and a variety of product shots and water effects to create the rain and the ‘squirt’.

Our highly experienced team had no problem navigating the creative challenges of not knowing what trailer shots we’d be able to use until quite late on, the challenge of shooting a transparent object and securing sign off from Disney Marvel too.

Results

We delivered 1x 30” ad, 2x 15” cuts, and 3x 6” cuts (16:9, 9:16, 1:1) for use across a variety of digital channels.

We also created 2 variants of each ad for before and after the movie launch: ‘In cinemas now’ and ‘In cinemas July 25th’.