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Dealing with the dry horrors

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Who it’s for: Fresh Up (Frucor) by Colenso BBDO and The Sweet Shop.

Why We like it: Thirst, apparently, is creepy. So what better way to personify it than with a dodgy masseuese who looks like the Foo Fighters’ Dave Grohl? That’s right, there’s no better way. Aside, of course, from the two other awkward intimate situations that were filmed for the campaign, one with a tailor that’s set to be released in a couple of weeks and one at a shoe store that will run in September. A microsite will go live soon. Levi Slavin was the main creative brain behind the campaign and Steve Ayson directed the three spots.

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