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Jazz hamsters
Cadbury’s drumming Gorilla commercial has a lot to answer for. The Phil Collins aping drum solo ad has brought us racing airport trucks, dancing eyebrows, and how - thanks to Drench water – saxophone-playing rodents. The new ad campaign from Drench water - a follow up to its ‘Rodeo’ commercial – is to feature a Jazz band made up entirely of Hamsters. Here’s how Sky News approached the story – by basically squeezing as many puns into the short coverage as possible. The ad will debut during the commercial break between an episode of ‘The Planet's Funniest Animals’ on ITV2 at 8.30 on Saturday 5th December. The accompanying website offers up ‘audition’ performances from various musical Jazz wannabes, such as Mr Cheeks and Dr Nibbles. All well and good, if a tad repetitive.
Much like Cadbury's, Drench has found it difficult to capture the genuine innovation of their first foray into this kind of off-kilter ad. The consumer expectation of something new and quirky is often difficult to live up to once you start down this route. Previous ads by the water brand have utilised specific 90’s dance tracks such as ‘Rhythm is a Dancer’ by SNAP! – which featured Brains from Thunderbirds (which ultimately had the most effective end message - "Brains perform best when they are hydrated"), and ‘Ride On Time’ by Black Box, which showcased a giant pheasant.
The tune by the final band ‘The Clever Hamsters’ will be released as a single in time for Christmas.
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