The Drum Awards for Marketing APAC

-d -h -min -sec

Advertising US Creative Works Us Creative Work of the Week

US Creative Work of the Week: spokes-mermaid pushes algae-based supplements


By Kyle O'Brien | Creative Works Editor

June 20, 2018 | 2 min read

New wellness brand, iWi, recently introduced its omega-3 supplements with its first-ever national advertising campaign, ‘Healthy Me, Healthy We’, and the accompanying TV spot features a spokes-mermaid whose dedication to sea-based plant nutrition is as strong as her tail.

The campaign, from creative agency Something Massive, works to highlight iWi’s aim to produce high-value nutrition that improves individual health without harming the environment. The company uses the quirky “spokesmerm” in the form of actress Beth Dover, of Orange is the New Black fame, to sing the products' praises.

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 made The Drum's readers vote it the US Creative Work of the Week.

See the spot by clicking on the Creative Works box below.

To vote for next week’s US Creative Work of the Week, visit our latest US Creative Works here. To keep up to date with all the advertising, design and creative projects from around the globe, visit our Creative Works homepage.

iWi: Healthy Me, Healthy We by Something Massive

By iWi

Overall Rating 5/5

Vote now
Advertising US Creative Works Us Creative Work of the Week

Content created with:

Something Massive

Find out more

More from Advertising

View all


Industry insights

View all
Add your own content +