Holiday Films’ director, Lena Beug talks about her hilarious new TV campaign for Deep River Rock water out of McCann Dublin, Ireland.
HF: These are very simple spots executed with great craft. Did you see the potential in them from the beginning?
Lena Beug: The minute I saw these scripts; I knew I wanted to do them. The idea is simple and clear – when you’re dehydrated your brain’s not at 100 percent. The challenge was to cast it and art direct in a way that would bring the idea to life, and make it stand out.
HF: Describe your vision for the production.
Lena Beug: I wanted the viewer to see the world through the dehydrated character’s eyes. It’s a strange, slowed down, de-saturated world where nothing is quite as it should be. It’s a world that is the opposite of what a lot of ads are trying to be.
HF: Being the opposite of everybody else is often a challenging sell to clients.
Lena Beug: It was definitely a leap of faith from the client – but the agency and I were very clear on where we wanted to go with this campaign. The idea wouldn’t have worked if the worlds and the characters had been normal or god forbid ‘aspirational’ – it really needed to be awkward and a little uncomfortable.
HF: So this is really a classic problem/solution message.
Lena Beug: The end frame in which a bottle of Deep River Rock water (owned and bottled by Coca-Cola) slams down into the frame to a chorus of angels singing provides the antidote to what has gone before.
HF: This is quite a departure from the usual advertising we see for bottled water.
Lena Beug: We set out to create a campaign that would stand out. Something strange and memorable as well as visually stylized and dramatically understated, something that would appeal to the 24 year old guy.
HF: Your actors and locations all feel fresh and spot-on for the campaign. Where did you find them?
Lena Beug: We cast in NY and in Dublin, and we found some pretty amazing locations in Ireland – that fit perfectly within our dreary controlled color palette.
HF: Thanks Lena. Awesome campaign.
See the entire campaign here – http://wdrv.it/12P7neq
Agency: McCann Dublin, Ireland
Production Company: Red Rage Films