Drench 'smart hydration people' by CHI & Partners

Juicy Drench, the Britvic flavoured water brand, focuses on a group of fictitious scientists for its new campaign by CHI & Partners.

Two new 40" TV ads show the incredible lengths the scientists will go to in order to find the best way of hydrating the nation.

The scientists work with elephants, water curtains and even a fire-fighting water plane, before deciding the easiest way to hydrate is still Juicy Drench.

The ads were created by Ed Edwards and Dave Masterman and directed by Rocky Morton through MJZ. Editing was by Paul watts at The Quarry, post production was by The Mill and audio post production was by Wave. The TV ads will be supported by online activity, in-store POS and PR and is part of a £2.5m investment.