Mirror, Thirsty, Magician, Super, Astronaut - Perrier | Clapboard Ad Archive

Perrier’s 2015 campaign Mirror, Thirsty, Magician, Super, Astronaut marks a distinctive entry into the Drinks (Non Alcoholic) market by dramatically amplifying the sensorial cues of Perrier Fines Bulles through a bold collaboration with Ogilvy in France. Centered on a series of five visually inventive film spots, the campaign strategically leverages the lightly sparkling character of Fines Bulles to position Perrier as the beverage of choice for consumers craving refreshment with sophistication. Each film asset pivots on an allegorical or fantastical motif — from enigmatic mirrors to gravity-defying astronauts — translating the benefits of effervescence, purification, and revitalization into symbolic imagery that elevates Perrier beyond the literal properties of its product. This artistic approach is underscored by a refined visual sensibility and a narrative style more inclined to express transformation than to articulate overt messaging, demonstrating a creative direction that resists the formulaic and instead opts for memorable metaphor. The campaign’s execution is defined by tightly integrated strategy and production, ensuring that Ogilvy’s visual storytelling seamlessly reaffirms Perrier’s iconic French heritage while refreshing the brand’s perception for a contemporary audience. By adopting what Clapboard’s taxonomy classifies as FORMAT#9 — Symbolize the Benefit — the creative team exploits exaggeration and VFX to hint at the extraordinary feeling experienced with each sip, rather than detailing product attributes or solutions, which sets it apart from conventional soft drink advertising. The use of imaginative symbols serves both to anchor Fines Bulles’ premium qualities and to embed a sense of playful aspiration that aligns with the expanding lifestyle ambitions of French consumers in 2015. Strategic choices across brand messaging, film craft, and conceptual development reflect Perrier’s intent to innovate within a highly competitive category, all while preserving its distinct identity as a classic that embodies both elegance and modernity. The campaign earns 63/100 in Clapboard’s global creative archive. For the category, Mirror, Thirsty, Magician, Super, Astronaut demonstrates that the symbolic and cinematic treatment of product benefits is a route for heritage brands to express relevance and reframe consumer expectations.