Dr Brainfreeze made its TV debut as the drink's creator - a character who is mad about the drink that freezes his brain. Yet he happily thaws his ice-encrusted head after each gulp, using a variety of gadgets just so he can take another sip.
Hong Kong-based Stvdio Media created the character based on a brief by Slurpee's agency M&C Saatchi Singapore to design and produce a spot in the style of the popular cartoon Dexter's Laboratory.
The commercial was intentionally over-the-top as the brand was looking to capture the "crazy and fun feeling" of the drink in Dr Brainfreeze's zany character, according to Stvdio Media's director Larry Feign. Animation, Feign said, allowed Slurpee to communicate fun, colour as well as a wild and cheeky attitude in building awareness.