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The brief was to tackle a younger, more apathetic audience who tend to ‘cope’ with sensitive teeth as opposed to dealing with the issue. They wait until their ice cream is mush. They leave their coffee to become tepid. They wait for their cold drinks to hit room temperature.
We used reversed stop-frame footage to bring a melted ice cream back to life, chill a perfect pint and restore a rank-looking coffee to its former glory – all to dramatise the fact you’re now able to love all of these things again.