Peep Show's Elena stars in launch ad for Zeo

Freedrinks is launching a £4.2 million campaign to promote its soft drink, Zeo, with an ad starring the 'Peep Show' actress Vera Filatova

The 60-second ad, created by Enter, depicts Filatova, who played 'Elena' in the Channel 4 show, climbing up a snow-covered mountain in Russia to reach a bottle of Zeo.

As she takes a sip of the soft drink, her pupils dilate and the ground beneath her starts to crack.

She rides off on horseback, outrunning a pack of wolves and with ice crumbling behind her, before getting onto a plane and arriving in a pub to meet her date.

Filatova apologises for keeping him waiting, saying she "just had to find a Zeo that was perfectly chilled", before giving it to the man whose pupils also dilate as he takes a sip.

The ad, which breaks today, aims to depict the product's journey and highlight its "tingling taste sensation".

It will air until 31 August across Channel 4, Channel 5 and ITV and will also run in cinemas and on video-on-demand.

Enter’s Paul Shearer was the creative and director for the ad. Crossfire, working with Framestore, was the production company and Walker Media handled the media planning and buying for the campaign.

Shearer, the creative director at Enter, said: "Zeo is a brand that likes to do things properly. There is no cutting corners, ever.

"So, when we needed to go to the ends of the earth to film the ad we did just that, the result being an awe-inspiring introduction to a new exciting drink."

Enter and Walker Media won the creative and media accounts respectively in April as part of Freedrinks’ £8 million support for the soft drink range.

Dave Smith, the marketing director of Freedrinks, said: "We’ve created a soft drink that is complex and interesting in flavour, is low in calories and that delivers something extra – a tingling taste sensation.

"We therefore wanted to create a cinema and TV ad that was different to any other soft drink ad to delight and surprise consumers.

"Working with Enter and Framestore, we feel we’ve created something that is both impactful and memorable."

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