Drench are going back to their slightly gross brainy roots, and show how a man in the underground sorts his head out by drinking Drench. I mean literally sorts his cubistic Picasso-esque Rubiks-cube head out.

It's totally unrealistic. I mean, really, when have you ever seen the underground not crowded? Pffft.

“Cubehead” was directed by Smith & Jones’ Ulf Johansson and edited by The Whitehouse Editor & Co-Founder John Smith: “It was a fun challenge to work on this spot, to play with and figure out the man’s perspective. We had to make it look and feel real, despite being a human Rubik’s Cube.”

Client: Britvic
Product: Drench
Title: “Cubehead” :60
Editorial Company: The Whitehouse, London
Editor: John Smith, A.C.E.
Editorial Producer: Lisa Kenrick
Agency: CHI & Partners, London
Agency Producer: Kate Hardwick
Creative Director: Ewan Paterson
Creatives: Dave Masterman, Ed Edwards
Production Company: Smith & Jones Films, London
Director: Ulf Johansson
DP: Stephen Keith-Roach
Producer: Philippa Smith


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Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has worked in New York, London, Amsterdam, Copenhagen and Stockholm.