Hydralyte has debuted its first work with Five by Five Global - an TVC called 'Drench your Thirst' which employs hyperbole to amplify the impact of the rehydration formula.

Five by Five Global said the ad marks a significant departure from the brand's usual creative approach. This is the first project completed for Hydralyte by Five by Five since winning the business via a competitive creative pitch.

The new 'Drench Your Thirst' TVC is also the first work under the leadership of Five by Five's new Managing Director, Mark Anderson. The campaign debuted on 1 October and will be featured across TV, cinema, OOH and social media. Media for the campaign is managed by This is Flow.

This is Hydralyte's first standalone TVC in almost three years. The production partners for the TVC were The Woodshed.

"Hydralyte leads the category and we wanted to find a way to boldly reaffirm this position with consumers and dramatise the rehydration process, by turning this into a visually captivating experience that resonates with, but also entertains, consumers," said Anderson.

Anderson also praised the creative freedom given by the client and the talent's ability to complete the shoot in one day, a significant achievement when working with water in this way. He commended The Woodshed, their production partners, for their exceptional job with each of the scenes and editing.

"We’re thrilled with the end result, and the brand plays a very clear role in the storytelling, without detracting from the entertainment," Alexis Wormleaton, Senior Brand Manager at Care Pharmaceuticals, said.

"The proposition couldn’t be conveyed more bluntly. The agency invested the right amount of time in pre-production to ensure the water drop worked naturally and the shoot went very smoothly as a result."