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Publicis London has created a new campaign with British bottled water brand Buxton promoting the fact Buxton water rises naturally and is not pumped up.

The spot features the Buxton bowling team; a group of active and energetic 60 plus year olds whom embody the brand’s ‘Naturally Pumped Up’ persona. Staying hydrated by drinking Buxton means that they are at the top of their game, they are a team to be feared, by even their more youthful opponents.

The ad is a departure for Buxton whilst still retaining its British heritage and humour. The campaign is supported by a weekly Twitter competition and uses hashtag #NaturallyPumpedUp