An Underwater tale

Featured in AdAge, Ads of the World, Ad Forum, Coloribus

Client
Super-Pharm is Israel’s leading drugstore and beauty retail chain, offering a wide range of health, wellness, beauty, and household products. Known for its imaginative campaigns and seasonal events, Super-Pharm connects emotionally with consumers while delivering value through compelling promotions.

Challenge
How do you spotlight a summer sale in a way that stands out from the sea of discount-driven ads—while capturing the spirit of the season in a playful, artful way? With Israel’s strong beach and pool culture, Super-Pharm’s summer event was an opportunity to go beyond price tags and celebrate summer itself.

Creative Solution
We created an imaginative underwater world—on dry land. Partnering with the renowned Avshalom Pollak Dance Company once again, we reimagined a minimalistic, bright set into a whimsical seascape using clever choreography, elaborate costumes, and dynamic staging.

From jellyfish to oysters, coral reefs to seahorses, the characters “swam” through the set using tightropes, pulleys, and inventive props. At the center of the story: a lighthearted dance between a young man and a woman sunbathing poolside—bringing human charm to this fantastical ocean world.

Impact
The campaign brought high-art theatricality into mainstream advertising—turning a routine sale into an underwater daydream. Its cinematic flair and emotional appeal made it one of Super-Pharm’s most memorable summer campaigns, reinforcing the brand’s role as both a retailer and creative cultural player.

The spot resonated widely, driving strong engagement and enthusiastic participation in the summer promotion.