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

about the author

kidsleepy CD copywriter with 18 years experience who has worked in many cities including New York, Atlanta, Montreal and currently Los Angeles. I snark because I care.

Comments (1)

  • Sharon's picture
    Sharon (not verified)

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

    Dec 31, 2013