It’s rare to find an advert that is part favourite, part
arch nemesis, because you cannot get it out of your head. Seriously, I haven’t
slept for four months because of this ad.
Ribena nailed it for me this year with their new millennial
positioning and an integrated creative that was clearly designed with the
textbook E4 viewer front of mind. It’s weird (rabbits with sunglasses), it’s
compelling (ridiculously addictive soundtrack from Tiger Monkey), and it’s
voiced by the guy that played Holly in Red Dwarf. Every inch of this ad is cool
– if your idea of cool is hedgehogs with top hats and mine is. Forgetting brand
metrics and big data for a moment, if your ad can make people think and talk,
you’re doing something right. The surreal is underrated in advertising, but it
definitely gets people’s attention and I can’t wait for the sequel.
Amy Kean, regional director, strategy, Mindshare Asia Pacific
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