Bo Hellberg, executive creative director at Brave, has shared some of the thinking around Lipton Ice Tea's 'Tokyo Dancing Hotel', starring Hugh Jackman, as part of The Drum's Dream Awards.
On a visit to The Drum's resident psychiatrist, Dr Sarracenia, Hellberg described his vision of the ad, by DDB Paris, as a "haunting nightmare that simply won't go away."
"It was supposed to be a dream, a pinnacle," he said.
"I thought it was going to be an action film starring Hugh Jackman going in there and taking out the bad guys. And then the guy says the words 'I want to dance'."
"I hear those words and I wake up in cold sweats and shivers."
The film is the latest in a series created by Lost Boys, featuring creative visionaries including Peter Souter of TBWA and Lida's Nicky Bullard discussing the inspiration behind some of their biggest campaigns. The campaign also features photography by the renowned Julian Hanford.
In a world of multiple channels and touch points, the best marketing is still defined by brilliant creative ideas. With this in mind The Drum has launched its Dream Awards. Judged by leading industry figures including Guy Duncan, global creative director at Coca-Cola, and Beattie McGuinness Bungay founder Trevor Beattie, the awards will recognise creativity across a number of sectors, channels and platforms.
The deadline for the Dream Awards is Friday 19 June. To find out more and enter, visit the dedicated website.