An Underwater tale

Israel's strong beach and pool culture means that the summer sale of drugstore chain Super-Pharm is an opportunity to do more than just flag up low prices. We conjured up a summertime vibe by enlisting the Inbal Pinto and Avshalom Pollak Dance Company to devise an underwater world, using intricate costumes and witty choreography. Set in a water-free indoor pool, the spot creates a colorful and lively scene of jellyfish, seahorses, oysters, pearls, and coral, in which a young man dives and plays in order to attract the attention of a woman sunbathing on the side of the pool. With the use of tightropes and harnesses, the spirited characters appear to be swimming, leaping and floating in water. 

Translation: "Summer Sale now at Super-Pharm!"