Start-up, Pure Rush Soap campaign’s hero commercial is full of borrowed interest – a lion dragging presenter, Roamin Wild, by the foot as he speaks; two elephants having sex and boxing kangaroos, for instance. But then, the brand is all about saving the planet and its wildlife and you can’t fault the entertainment value of the ad.

Pure Rush’s ingredients are plant-based, minus artificial fragrances, dyes, detergents, sulfates and GMOs. That’s not a unique promise. The campaign is unique.

A 2-minute piece, The Adventures of Roamin Wild, explains that the brand is raising the bar of soap in a humorous testimonial, interrupted by a hummingbird pecking his armpit.

The campaign was created by Mark Wenneker, Ned Wallroth and comedian, Andrew Donnelly, and directed by Hungry Man’s Dave Laden.

By allocating a portion of its profits to essential causes and organizations, Pure Rush actively contributes to tackling some of the most urgent global challenges, including climate change, access to clean water and sustainable food supply.

Pure Rush aims to eschew the typically sensitive and “woke” tone of most purpose-driven companies. Instead, they employ irreverent comedy to convey their message.

Credits:

Client: Pure Rush Soap
Creative Directors: Mark Wenneker & Ned Wallroth
Writer: Andrew Donnelly

Production Company: Hungry Man US
Director: Dave Laden
Producers: Franchesca McDowell, Jake Blasco & Peter Rynsky
Executive Producers: Caleb Dewart & Paul Abatemarco
Director of Photography: Caleb Coppola
1st AC: Kymm Swank
Camera Operator: Jacob Rushing
Production Designer: Michael Krantz
Prop Master: Stephen McGlade

Post Production & VFX: Logan TV
VFX Supervisor: Carl Edwards & Scott Ulrich
VFX Artist & Colourist: Carl Edwards

Music & Sound: Mophonix
Composer: Aaron Paul Low
Sound Mix: Steph Altman
Producer: Jean Scofield