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.

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Jun 24, 2015
Baumann Ber Rivnay
Ram Baruch
Saatchi & Saatchi
Agency Chief Executive Offier:
Yossi Lubaton
Chief Creative Officer:
Nadav Pressman
Creative Director:
Idan Levy
Art Director:
Tani Zipper
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
Dedan Ouziel
Set Designer:
Samuel David Ben-Shalom
Wardrobe Designer:
Maor Zabar
Shmulik Noifeld
Avi Belleli
Production Company:
Shoshi & Udi Productions
Production House:
Broadcast Media

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