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AG Barr has big plans for its Rubicon juice drink.

The company said it wanted to double the size of the brand when it appointed BMB to the creative account in January, and the agency’s first work targets a young, mainstream audience. The light-hearted TV spot relies on the well-worn trope that tropical flavours transport people to exotic locations (in their minds, anyway) – but it does so knowingly, employing a wry, velour-clad narrator and contrasting Rubicon drinkers’ daydream with their reality. It was created by Michael Tsim and Rachel Miles, and directed by Chris Balmond through Outsider. PHD North handled media planning and buying.