Ramadan means fasting. But in Indonesia’s tropical climate, the risk of dehydration is high. The country’s top sports drink, Pocari Sweat, wanted to let people know the brand was there to help, but Ramadan is a peak time for advertising – most of them promoting familiar themes of self-improvement, family bonding, and generosity.

To break through the clutter, dentsu Indonesia created a piece of entertainment, a horror-comedy called Cairan Tubuh Bocor, Emang Bikin Horor (Losing Body Fluids? That’s a Horror!).

The hero commercial highlights the signs of dehydration—dry lips, pale skin, and weakness—with horror movie tropes – including a woman leaking water in jet sprays as quickly as she can consume it. To make the video even more watchable, the campaign features popular influencer, Fadil Jaidi; his father, Pak Muh; and their pet cockatoo, Ocong, a comedic dynamic that has captivated millions of Indonesians.

The campaign was launched on Fadil Jaidi’s social media platforms, amassing 108 million views and 659,000 engagements across YouTube, Instagram, Facebook, X, and TikTok within a week.