Water is Life's Newest Commercial Features a Girl Who Literally Cannot Cry

DDB NY Follows Up 'Kenya Bucket List'

Published On
May 05, 2014

Editor's Pick

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.

Credits

Date
May 05, 2014
Brand:
Water is Life
Client:
Water is Life
Agency:
DDB-New York
Chief Creative Officer:
Matt Eastwood
Head of Production:
Ed Zazzera
Executive Creative Director:
Menno Kluin
Group Creative Director:
Andrew McKechnie
Associate Creative Director, Copywriter:
Frank Cartagena
Associate Creative Director, Art Director:
Sam Shepherd
Producer Assistant:
Nina Horowitz
Copywriter:
Dany Rothemund
Art Director:
Hannah Liffler
Production Company:
Central Films North
Director:
Rodrigo Garcia Saiz
Executive Producer/ Producer:
John Barreiro
Director, Photography:
Beto Casillas
Art Director:
Alfredo Sanchez
Production Services:
Hundred Frames
Executive Producer/ Producer:
Prashant Sampat
Editorial Company:
No. 6
Editor:
Amanda Perry
Executive Producer:
Deborah Sullivan
Music:
Found Objects
Partner/Composer:
Trevor Gureckis
Partner/Composer:
Jay Wadley
Music Producer:
Abby Bernstein
Telecine:
Nice Shoes
Colorist:
Les Rudge
Audio Producer:
Sound Lounge
Mixer:
Tom Jucarone

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Project Type