New TV Ad for Precision Hydration
Mediapack created a new TV advert for Precision Hydration in June, to play out on Sky’s Ad Smart platform. The aim of the ad was to encourage athletes to be ready for when competitions return after the Covid 19 lockdown.
Precision Hydration is one of the UK’s leading specialist sports hydration brands with a distinct offering compared to other brands. Their electrolyte drinks are tailored to athlete’s individual sweat sodium levels and replenish the correct amount of sodium for them, not a concept easily conveyed in a 30 second advertising package!
Instead, the emphasis was on building brand awareness and recognising the efforts athletes had been making to stay sharp during lockdown.
With no development time because the opportunity had presented itself suddenly to the brand, we had to work quickly with Precision Hydration’s marketing head Dave Colley to fix on a concept that could be powered by footage acquired during previous productions for them. We utilised footage of sponsored athletes such as World Superbike rider Eugene Laverty, Australian triathlete Emma Jeffcoat and World Tour cycling outfit Team Sunweb. To fill some specific gaps in the available footage, we also filmed some dedicated sequences featuring two trail runners and a female cyclist working hard on a turbo trainer.
The advert was shaped by a minimalist voice over by Mediapack’s own Head of Production - Roger Burlinson, who has voiced content for Precision Hydration in the past. As much a practical solution as a creative one, the in-house voicing of the advert proved a shrewd move as we needed to record three different voice overs before the script fully cleared broadcast compliance. Commissioning a commercial voice artist in this situation would have been a significant problem.
Once the broadcast version of the advert was delivered, we created two adapted versions for social output on Precision Hydration’s Facebook, Instagram and Twitter feeds. Everything was turned around in two weeks from first instruction to delivery, including ongoing filming and work on other projects at the same time.
