How would you like an antidote from the overflow of health & wellness fads and weird Insta-reality filling online life? That attractive promise comes from Somersby and Fold7. The fun global campaign, Time Out From The Bullshit, positions Somersby as a reality check from online absurdity and manufactured perfection.

Two satirical films, directed by Eoin Glaister, lead the push. One features an AI life coach (who may have fallen in love with his digital assistant). The other is a wellness TikTokker whose ridiculous routines include bat-like ‘spiritual alignment’ hangs, banana peel facials, and ‘poultry energy release’ sessions involving tin foil and rubber chickens.​

Both characters are set free from the digital prisons of their own making by the arrival of the charismatic laid-back Mr Somersby, whose purpose is to free people from the bullshit of their feeds for an escape in the sun-drenched world of Somersby.

The campaign also introduces Somersby Zero, promising “Zero alcohol, Zero calories, Zero sugar, and Zero bullshit”. The full campaign covers TV, VOD, display, OOH, social and point of sale.

Somersby is also running social media entertainment series, Time Out from the Bullshit, created with We Are Social. This is a daily creative playground where Somersby keeps calling out modern day Bullshit. The series depicting quirky squirrels, talking fruits, and street interviews.