Totally Weird - Pimento | Clapboard Ad Archive
In 2018, French beverage disruptor Pimento partnered with Paris agency Animals to launch Totally Weird, a 100-second animated campaign that takes direct aim at the conventions of the global food and drink category. Eschewing literal product demonstrations in favor of outlandish spectacle, the film serves up a fusion of 2D and 3D animation that immerses viewers in a surreal sequence of vibrant, unexpected vignettes that channel the brand’s unmistakably spicy kick — ginger, tonic, and chili pepper colliding in a riot of exaggerated flavor symbolism. Pimento’s non-alcoholic concoction has challenged palates since 2009, standing out with sales hitting the million-bottle mark by 2017 and carving its own niche as, according to the brand, the only seriously spicy contender in the ginger drink segment. Animals’ creative strategy leans decisively into what Clapboard’s taxonomy would classify as FORMAT#9—Symbolize the Benefit: the animation dispenses with logic or narrative structure to manifest the sensory experience of drinking Pimento as a carnival of weirdness, charting visual territory as distinctive as the beverage itself. Rather than rational persuasion or familiar emotional cues, every outlandish character and explosive scenario becomes a metaphor for Pimento’s unique selling proposition — that first sip’s unmistakable jolt, fiery heat, and lingering complexity. The campaign efficiently positions Pimento as both an offbeat alternative to traditional alcohol and an inventive mixer with a flavor profile that defies easy comparison, making its eccentricity a defining asset in a saturated market. Animals’ unmistakably playful, high-energy craft matches the product’s singular identity, transforming oddity into aspiration and sparking curiosity through sheer creative bravado. In a category often dominated by tradition or safe experimentation, Totally Weird signals Pimento’s commitment to challenging norms and propelling the brand into cultural imagination as both a beverage and an experience. The campaign earns 63/100 in Clapboard’s global creative archive. For an industry that tends to conflate differentiation with novelty, Totally Weird matters because it demonstrates how translating a sensory benefit into a visually subversive language can build brand legend around the very thing that makes a product polarizing.
.webp)
