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Water is Life's Newest Commercial Features a Girl Who Literally Cannot Cry

DDB NY Follows Up 'Kenya Bucket List'

Editor's Pick

DDB New York and Water is Life launches a commercial -- a follow up to last year's "Kenya Bucket List" -- that shows just how tough life is without drinkable water. Moving from the realization that dehydration causes the body to not produce tears, the agency tells the (fictional) tale of a girl born in the slums of India. Through the commercial, her life, and all its gut-wrenching sadness, is shown. She was born into brothel, sorts trash in a landfill, is forced to marry underage. But throughout all this, she cannot express how sad she is, because she cannot cry.

The story's dramatics are a bit over the top, which might put a bit of a dampener (no pun intended) on its effectiveness. But it's beautifully shot, by Rodrigo Garcia Saiz at Central Films North, and is rooted in reality, since the team at DDB spent time going through the myriad hardships kids in India face, and used those to inform the piece.

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About

Credits
Date
May 05, 2014
Agency:
DDB New York
Chief Creative Officer:
Matt Eastwood
Client:
Water is Life
Head of Production:
Ed Zazzera
Exec. Creative Director:
Menno Kluin
Group Creative Director:
Andrew McKechnie
ACD/Copywriter:
Frank Cartagena
ACD/Art Director:
Sam Shepherd
Assistant Producer:
Nina Horowitz
Copywriter:
Dany Rothemund
Art Director:
Hannah Liffler
Production Company:
Central Films North
Director:
Rodrigo Garcia Saiz
EP/ Producer:
John Barreiro
DP:
Beto Casillas
AD:
Alfredo Sanchez
Production Service Co:
Hundred Frames
EP/ Producer:
Prashant Sampat
Editorial Company:
No. 6
Editor:
Amanda Perry
Executive Producer:
Deborah Sullivan
Music:
Found Objects
Partner/Composer:
Trevor Gureckis
Partner/Composer:
Jay Wadley
Music Producer:
Abby Bernstein
Telecine:
Nice Shoes
Colorist:
Les Rudge
Audio:
Sound Lounge
Mixer:
Tom Jucarone

See more credits

Category
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