In a unique and impressive new ad from the Brazilian agency F/Nazca Saatchi & Saatchi for the beer brand Skol's new “Beats Senses” product, ravers are seen dancing, drinking and cavorting, whilst completely submerged in an underwater nightclub. The bold idea, which works as more than a music video (soundtracked by Tropkillaz “Baby Baby”) than a traditional, scripted ad, came about due to the simple fact that the Beats Senses bottle is coloured deep blue, with the spot also playing on the intriguing brand tagline; “Blue on the outside. Mysterious inside.” The only thing mysterious about the outrageous ad, however, is how exactly the agency and director Jonathan Gurvit managed to pull it off!
Photo: Jonathan Gurvit
The bold idea, which works as more than a music video than a traditional, scripted ad, came about due to the simple fact that the Beats Senses bottle is coloured deep blue
The production of the spot was anything but simple, with set design, lighting, camerawork and (of course) the dancers each required to suit the mood of the spot and be able to work underwater. Gurvit said the first time he read the script he was blown away by the concept, and saw it as “A unique opportunity to create a magical space with a unique environment that makes you want to be there.” The unique environment makes for some truly interesting shots (as you can see yourself below), such as the barman passing out beers by floating them to dancers and a woman in roller skates walking a shark!
Skol Beats Senses
The ad was shot inside a diving pool in São Paulo, with a bespoke, 15 foot structure weighing down the sets. The camera used to shoot the spot was housed in a special underwater case, with waterproof LED lights and disco lights, which also required shielding. The dancers had to be able to hold their breaths underwater for long periods of time and were weighed down to stop them floating to the surface. Gurvit explained they had “Many people submerged at the same time, very deep, and everyone with weight on their bodies so they could move and dance without naturally going up to the surface.” Divers with oxygen tanks were on standby at all times ready to assist, of course, and Gurvit communicated with his talent by using an aquatic speaker (the same type used in synchronised swimming).
Jonathan Gurvit saw the ad as “A unique opportunity to create a magical space with a unique environment that makes you want to be there.”
Casting was one of the most important jobs for Gurvit, as the gig required a unique combination of skills. Gurvit said he “Met a lot of young guys with a unique talent to hold their breath underwater; Normal people. Divers. Swimmers. Synchronised swimming girls. People who would be five meters underwater with their face relaxed, just happy, having fun and without hesitating.” Of course, they also had to look like the kind of people who would frequent a young, hip party, as this is the market Skol are aiming at with their new product. The spot is currently airing nationwide in Brazil and will also include digital work based around the concept of “Unveiling the mysteries of the night.”
Benjamin Hiorns is a freelance writer and musician from Kidderminster in the UK. He can't stand clubbing, but would probably make an exception in this case.