Modern Dancers Conjure up an Underwater World for Israeli Drugstore

Super-Pharm Embraces the Life Aquatic

Published On
Jun 24, 2015

Editor's Pick

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.


Jun 24, 2015
Brand :
Client :
Agency :
Baumann Ber Rivnay
Agency :
Saatchi & Saatchi
Director :
Ram Baruch
Agency Chief Executive Offier :
Yossi Lubaton
Chief Creative Officer :
Nadav Pressman
Creative Director :
Idan Levy
Art Director :
Tani Zipper
Copywriter :
Eran (Shushu) Spanier
Vice President, Production :
Dorit Gvili
Production Manager :
Gali Starkman
Vice President, Group Account Head :
Shani Shaul
Account Supervisor :
Noa Sharf
Account Executive :
Stav Hershkovitz
Vice President, Strategy :
Shai Nissenboim
Strategic Planner :
Lora Goichman
Choreography and Dancers :
Inbal Pinto and Avshalom Pollak Dance Company
Lead Presenter :
Suzanne Meyer
Director, Photography :
Emmanuel Kadosh
Editor :
Dedan Ouziel
Set Designer :
Samuel David Ben-Shalom
Wardrobe Designer :
Maor Zabar
Music :
Shmulik Noifeld
Music :
Avi Belleli
Production Company :
Shoshi & Udi Productions
Production House :
Broadcast Media

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