Hasta La Creative!

A baby grows into a man in just 60-seconds in BBH’s latest ad for British juice brand Robinsons.

At the start of the ad, a mother and father lounge on a blanket in the yard and “Give Me Just A Little More Time” plays as their baby crawls, and then walks, away. Soon, through the magic of CGI, he grows up before their eyes. The next thing they know, he’s an angsty adolescent bashing away at the drums and then finally a grown man ready to start a family of his own. Through all the changes, though, he still reaches for a glass of Robinsons. While the CGI effects can be a little off-putting, or, as Adweek put it “a little creepy in an Evian-like way,” the approach is endearing enough to work past the difficulties, ending with the tagline “Play Thirsty.” The ad launched last weekend on Britain’s Got Talent and is supported by print, digital and OOH efforts.

Credits:

Client name and title: Helen Gorman, Brand Director
BBH Executive Creative Director: Nick Gill
BBH Creative Director: Dominic Goldman
BBH Creative Team: Nikki Lindman & Toby Brewer
BBH Business Lead: Heather Cuss
BBH Team Director: Rebecca Levy/James Rice
BBH Team Manager: Louise Long/ Joanna Rose
BBH Strategy Director: Lilli English
BBH Strategist: Damien Le Castrec

—Film Credits
BBH Producer: Natalie Parish
BBH Assistant Producer: Sarah Cooper
Production Company: Park Pictures
Director: Tom Tagholm
Executive Producer: Stephen Brierley
Producer: Fran Thompson
DoP: Luke Scott
VFX: MPC
VFX Producer: Amy Richardson
VFX Supervisor: Tom Harding
CG Supervisor: Carsten Keller
Grade: MPC
Colourist: Jean-Clément Soret
Editor/Editing House: Stitch

Britain had to wait 77 years—until Sunday's win by Andy Murray—to celebrate another British male singles champion at Wimbledon. So, BBH London should feel fortunate that it had to wait only four years to add the proper ending to its now-famous Wimbledon commercial for Robinsons drinks. The spot, which dreams of the day when a British player would once again win the prestigious London tennis tournament, was originally put together in 2009. Murray made it to the semifinals that year, losing to Andy Roddick. He made it to the semifinals in each of the following two years as well, reaching the final in 2012, only to fall to Roger Federer. This year, finally, he triumphed—over Novak Djokovic. "Worth the wait, wasn't it?" says BBH's newly added voiceover at the end.

I did not. Maybe the trophy will get lucky tonight! RT @jode_d @andy_murray did you go to sleep with the trophy in bed next to you? #AskAndy

— Andy Murray (@andy_murray) July 8, 2013

CREDITS
Client: Britvic Robinsons
Campaign Name: Wimbledon "Imagine"
Original Client: Lesley Davey, Brand Director
Current Client: Helen Gorman, Brand Director

Original Launch: June 1, 2009
Updated Film: July 7, 2013

Original BBH Team:
TV Producer: Ben Davies
Account Director: Sylvia Pelzer?
Account Manager: Corina Cuddihy
Account Planner: Nina Rahmatallah
Engagement Planner: Darius Karbassion
Creative Director: Nick Gill
Creative Team: Daniel Schafer, Copywriter; Szymon Rose, Art Director

Original Production Team:
Production Company: Blink
Director: Benito Montorio
Director of Photography: Antonio Paladino
Postproduction: Phil Oldham @ Absolute Post
Editor, Editing House: Andy Mcgraw @ Cut and Run
Sound: Aaron Reynolds @ Wave

I'll admit to not seeing the twist ending coming in this evocative new spot by BBH London for fruit-drink brand Robinsons. You could quibble with the end lines, perhaps—and here's why—but that's overthinking it. It's an extremely sweet ad, expertly shot by the directing duo of Si & Ad at Academy Films. The commercial breaks Saturday in the U.K. during Britain's Got Talent and will run in 30- and 60-second executions. Credits below.

CREDITS
Client: Robinsons
Agency: BBH, London

BBH Creative Team: Matt Moreland, Chris Clarke, Sarah Hardcastle, Elliot Shiels
BBH Creative Directors: Hamish Pinnell, Justin Moore
BBH Producer: Glenn Paton
BBH Strategic Business Leads: John Harrison, Becky Russell 
BBH Strategist: Lilli English
BBH Team Director: Alex Monger

Production Company: Academy Films
Director: Si & Ad
Executive Producer: Lizie Gower
Producer: Dom Thomas
Director of Photography: Barry Ackroyd
Postproduction: The Mill
Editor, Editing House: Joe Guest @ Final Cut
Sound: Nick Angell