While the UK water market has doubled over the past five years, Volvic wants to exploit the fact that UK consumers still only drink a quarter of the amount consumed by their European counterparts.
The ad takes place in prehistoric times to show that Volvic comes from ancient volcanoes. It opens on a volcanic landscape and a caveman who throws a rock at a sleeping Tyrannosaurus Rex. As the dinosaur wakes up, roaring his disapproval, the caveman laughs, grabs his bottle of Volvic and sets off for his daily jog. He eventually outruns the T-Rex, which collapses in a river. The caveman throws a rock at another dinosaur and starts again. The voiceover concludes: "Volvic fills you with 'volcanicity'."
Breaking on 1 July, the campaign was planned by Starcom Motive and bought by Carat. The summer activity will start with a burst across national TV to generate awareness, and will then run as a pulse campaign for the rest of the summer in programmes targeting 25- to 30-year-olds, such as Big Brother.
The campaign was written by Jo Moore and art directed by Simon Robinson.
It was directed by Who? through Great Guns, with post-production through Framestore.
WCRS was appointed by Danone Waters last October.