Ribena 'currant affairs' by M&C Saatchi

M&C Saatchi follows the fate of a blackcurrant who fails to make it into Ribena Really Light in the latest £2m campaign for the brand. The agency was handed the brief to remind people that just as many of Britain's blackcurrants make it into Ribena Really Light, but very few calories do. The new "currant affairs" spot shows a Ribena blackcurrant that does not make it into the bottle and reaches a sticky end after falling out of a hot air balloon. The campaign will use TV, cinema, press and poster activity.