Publicis-Metro executive creative director Donald Ee said the launch campaign had to be 'edgy' if it was to make itself a true alternative proposition to Aqua. "It's virtually impossible to upstage Aqua, which is a household name and has become the generic term for bottled water in Indonesia," he said. "Their advertising usually shows families in a 'slice of life' situation. Their latest commercial shows a whole bunch of people getting themselves wet around a fountain done to the music of the '80s song, I feel good."
Running on national TV and in lifestyle magazines, the Ades campaign will remain for another few weeks, before a break over Ramadan. It will restart, supported by point-of-sale marketing, after the Muslim New Year in October.
The creative uses a modernised, tough Captain Hook character, who bravely provokes a crocodile with his iron leg. When he takes a drink of Ades, however, his body is so refreshed that his artificial leg becomes a real one, which the crocodile then goes for, leaving the macho pirate in a state of panic. "The execution of the TV spot makes it very different from all other bottled water commercials and the humour helps to enhance the refreshment attribute."
