SuperPharm, Israel's largest drug store chain, wants people to know they sell more than meds. Using dance as metaphor, they're highlighting some of the other sundries, too. The first out of six spots being perfume.

This spot illustrates the trail a perfume spritz takes from the first moment the wafting scent leaves the skin to the last moment when the intended target (I.E., a dude) notices the alluring smell and then like a moth to flame, gets sucked in.

The ads feature the international dance company Inbal Pinto & Avshalom Pollak and someone I first thought was Anne Hathaway.

It's a nice bit of magic for a drug store chain.


Advertising Agency: BBR Saatchi & Saatchi, Israel
Agency CEO: Yossi Lubaton
Chief Creative Officer: Nadav Pressman
Creative Director: Sharon Refael
Art Director: Michal Gonen
Copywriter: Orit Bar-Niv
VP Production: Dorit Gvili
Production Manager: Gali Starkman
VP Group Account Head: Shani Shaul
Account Supervisor: Yael Sulzbacher
Account Executive: Lia Glikman, Yarden Enosh
Senior Planner: Nir Abraham
Planner: Doron Bar-Gil
Production Company: Shoshi & Udi
Director: Ram Baruch
Costume Designer: Maor Tzabari
Setting Designer: Shmulik Ben-Shalom
Dance Group: Inbal Pinto & Avshalom Pollak Dance Company
Music: Shmulik Noifeld & Avi Balleli


Comments (1)

  • Sharon's picture
    Sharon (not verified)

    Do you know name of that girl (similar to Anne Hathaway)?

    Dec 31, 2013

Leave a comment

about the author

kidsleepy 17 year copywriter, now CD, who has worked in many cities including Pittsburgh, New York, Atlanta, Montreal and currently Los Angeles. I snark because I care. I ain't complainin' I'm just tellin' it like it is.