Israel's strong beach and pool culture means that the summer sale of drugstore chain Super-Pharm is an opportunity to do more than just flag up low prices.
BBR Saatchi & Saatchi Israel conjured up a summertime vibe by enlisting the Inbal Pinto and Avashalom Pollak Dance Company to devise an underwater world, using intricate costumes and witty choreography.
Set in a water-free indoor pool, the spot creates a colorful and lively scene of jellyfish, seahorses, oysters, pearls, and coral, in which a young man dives and plays in order to attract the attention of a woman sunbathing on the side of the pool. With the use of tightropes and harnesses, the spirited characters appear to be swimming, leaping and floating in water.
Another new spot , for the summer beauty sale, shows five dancers constantly adapting their outfits to represent the five fingernails of a woman, revealing new colors and patterns as she keeps changing her mind about which nail polish to choose.