WCRS returns Volvic to ancient times

The animated dinosaurs from the BBC series Walking with Dinosaurs are being resurrected by WCRS in a campaign to encourage people to drink Volvic mineral water.

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.

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