BMB launched a surreal new campaign for Rubicon, the agency’s first since picking up the account earlier this year.
The 30-second “Believe in Beach” is clearly aimed at the millenial market. It opens on a young couple at the beach sipping on Rubicon and diving into crystal clear water from a rocky ledge. It’s then revealed that they aren’t at the beach at all, but rather a shopping mall as they freeze mid jump. “They’re beach-dreaming,” explains an older gentleman familiar with the phenomenon, “it’s the exotic taste of Mango Rubicon.” A mall manager is then tempted to try the drink for himself, although the older man cautions him against taking another man’s drink, with the reveal offering the explanation as to why. BMB’s over-the-top, surreal approach is vaguely reminiscent of W+K’s longtime strategy for Old Spice, perhaps not surprising given the target demographic. While BMB might not match those iconic campaigns, the surreal beach-dreaming premise, tied to the brand’s mango flavor, makes for a pretty memorable spot.
“Travelling to exotic beach locations can be an expensive and often unrewarding business. ‘Can’ being the operate word,” BMB founding partner Trevor Beattie told LBB. “Crack open a can of Rubicon and you’re one slurp from romping in the surf. I believe this could put holiday airlines out of business.”
Credits:
CREATIVE AGENCY: BMB
CREATIVE DIRECTOR: Matt Waller / Jay Pond-Jones
COPYWRITER: Michael Tsim, Rachel Miles
ART DIRECTOR: Michael Tsim, Rachel Miles
PRODUCER: Gill Loftus
ACCOUNT DIRECTOR: Tom Richardson
PRODUCTION COMPANY: Outsider
DOP: Christopher Sabogal
DIRECTOR: Chris Balmond
PRODUCER: Paul McPadden
POST PRODUCTION / VFX
FLAME: Ally Burnett
POST PRODUCTION HOUSE: Glassworks
MEDIA AGENCY: PHD North
MUSIC AND SOUND
SOUND DESIGN: Andy Humphreys @ 750 mph
OFFLINE
EDITOR: Suzy Davis @ Final Cut