Colenso BBDO have found a universal truth. Thirst is creepy. They rang up The Sweet Shop’s Steve Ayson to help them convey the awkward that a parched throat, cracked lips, raspy breath and everything that sounds thirsty is. Steve adds his usual humor, sucking every but of moist out of the calming moment a massage should be to deliver the idea with deadpan humor. Well done. I need a drink now.

Client: Fresh Up Agency: Colenso BBDO, Auckland Production Company: The Sweet Shop Director: Steve Ayson Nick Worthington (Executive Creative Director) Levi Slavin (Creative Director) Jen Storey (Art Director) Sharlene George (Executive Producer) Larisa Tiffin (Producer)

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