"Currant affairs", created by M&C Saatchi, will show a Ribena blackcurrant that does not quite make it into the Really Light bottle, which contains the same amount of the fruit as Ribena Original, reaching an unfortunate end by falling out of a hot air balloon.
M&C Saatchi was handed the brief to remind people that just as many of Britain's blackcurrants make it into Ribena Really Light as into the original verison, but very few calories do.
Previous campaigns have often shown blackcurrants dodging razor-sharp kitchen knives and ducking out of the tracks of a looming vehicle in search of the Ribena factory.
But, despite their best endeavours, several still met a sticky end in the form of a speeding golf ball or a pulverising liquidiser.
The 30-second spot, which breaks on July 3, is part of the new Ribena Really Light advertising campaign, which will include TV, cinema, press and poster activity. MediaCom handled the media planning and buying.
Anne MacCaig, Ribena marketing director, said: "The new ad -- part of an integrated marketing campaign -- combines humour and irreverent tone with Ribena's countryside credentials and heritage."
The director on the spot is Mark Wearing, copywriter is Orlando Warner and art director is Simon Briscoe.
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