iWi: advert-body-3 by Something Massive
- Location:
New wellness brand, iWi, is introducing a different approach to sustainable food cultivation and launching three different omega-3 supplements. While most people get their omega-3s from fish or krill, iWi cuts out the middle fish and derives its omega-3s from algae, taking the pressure off over-fished marine ecosystems.
IWi, to introduce the product. is dropping its first-ever national advertising campaign, ‘Healthy Me, Healthy We’ from creative agency Something Massive. The campaign works to highlight iWi’s aim to produce high-value nutrition that improves individual health without harming the environment. To explain the concept of how humans don’t need to disrupt the marine ecosystem, the company is using a quirky “spokesmerm” in the form of actress Beth Dover, of Orange is the New Black fame.
In the spot, we see the mermaid getting her hair done backstage and ready for a commercial shoot, saying that her secret to “absorbing such a high bio-absorption of nutrients” is taking the iWi supplement. As she explains, she is offered a cappuccino with extra foam, to which she asks, “sea foam?” When told no, she says, “ew” to great comic effect. It’s those humorous moments – like one where she asks not to wear a stereotypical seashell top – that makes this more than a usual supplement sell.
Credits
Something Massive Agency Credits
Executive Producer: Rebecca Coleman
Executive Producer: Chris Gibbin
Executive Creative Director: Ariel Broggi
Creative Director: Alex Buono
Writer: Ariel Broggi
Design Director: Ian Ashembremer
Motion Graphics: Mackenna Millet
Producer: Adam Reynolds
Production Manager: Sean Green
SVP, Client Success: Dana Neujahr
VP, Strategy: Victoria Fiore
Sr. Account Manager: Aja Smith