Water is Life's Newest Commercial Features a Girl Who Literally Cannot Cry
DDB NY Follows Up 'Kenya Bucket List'
May 05, 2014
DDB New York and Water is Life launches a commercial -- a follow up to last year's "Kenya Bucket List" -- that shows just how tough life is without drinkable water. Moving from the realization that dehydration causes the body to not produce tears, the agency tells the (fictional) tale of a girl born in the slums of India. Through the commercial, her life, and all its gut-wrenching sadness, is shown. She was born into brothel, sorts trash in a landfill, is forced to marry underage. But throughout all this, she cannot express how sad she is, because she cannot cry.
The story's dramatics are a bit over the top, which might put a bit of a dampener (no pun intended) on its effectiveness. But it's beautifully shot, by Rodrigo Garcia Saiz at Central Films North, and is rooted in reality, since the team at DDB spent time going through the myriad hardships kids in India face, and used those to inform the piece.