Health and wellbeing advertising is never funny. This commercial, by McCann Bristol for VOOM Nutrition POWr bar is wonderfully funny. Its humour comes as a gorgeous surprise at the end of a 60-second spot that intrigues with its story of ambition vs relationship.
The Climb is a cautionary tale about the power of plants. It follows a free climber preparing to tackle “the Big One”, an ominous, vertical rock face that he’s always been fixated on. The film is shot with the same intensity as an epic sports documentary but ends with a dark humour twist that you will never see coming, tying into the campaign line, Never underestimate the Power of Plants.
“We’re a challenger brand in sports nutrition, a category that can often take itself quite seriously,” explained VOOM Nutrition chief executive officer, Robin Higgens. “While we’re serious about creating our plant-based products, our team and our customers are outdoor enthusiasts who enjoy the unpredictability of nature, something McCann has expertly captured in the film.”
McCann Bristol’s executive creative director, Zane Radcliffe, added, “Humour doesn’t often find its way into health and nutrition, so it’s been a breath of fresh air to write and shoot this, and to work with a bold client who understands that you don’t always have to land the brand in the first six seconds. The joy of this film is in its restraint. The product is the punchline, which makes it all the more powerful – never underestimate the power of funny.”
The campaign film was directed by Olivier Richomme at production company, Chief, and stars GB climber and Men’s Boulder medallist, Louis Parkinson, (continuing VOOM’s collaboration with elite athletes).
“The team at Chief have been an inspiration,” Radcliffe noted. “In true documentary fashion they’ve worked wonders with a modest budget and a skeleton crew to deliver a mini epic.”
Credits
Client: VOOM Nutrition (POWr bar)
Creative Agency: McCann Bristol
Chief Creative Officer: Vince McSweeney
Executive Creative Director: Zane Radcliffe
Head of Art: Jake Pole
Designer: Chris Rees
Production Company: Chief
Director: Olivier Richomme
Executive Producers: Colin Offland & Cris Mudge
1st AC: Luis Zarzo
Production Manager: Ellie Bonner
Production Assistant: Billy Offland
Location Manager: Jacob Dowdle
Production Designer: Marc Ingham
Post Production & VFX: Chief
Editor: Zach Pridding
VFX Supervisor: Willem Wyatt
