Amy Kean, director of social media, Havas

Why I like it Oh, how ladies love a stripper. And the colour pink. Slimming, not so much. Contrex is a brand that combines two challenging categories – water and weight loss. However, this ad manages to inject some fun and sociability into proceedings.

These categories have a tendency to be slightly contrived – "Hey, let’s try a two-week challenge where you drink water every day!" or "I was depressed and obese before I swapped meals for liquids!" – but this ad does a lovely job. It’s engaging, it’s innovative and it uses (what seem to be) real people to make its case.

You’re unsure exactly what brand the ad is promoting until its conclusion, but with a powerful, relevant "twist" message at the end, this creative is a perfect fit.

I wish I’d thought of

Using light shows in either experiential activity or within video content isn’t a necessarily new approach, but what a beautiful, unexpected route for a brand of bottled water. In fact, I hope it does follow this up with some offline events to really bring the brand to life and make its message truly social.

This article was first published on Campaign YouTube

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