Nick Piper delivers a visually poetic homage to miraculous moisture resistance in the new :30 “Never Seen This” for Rust-Oleum out of McGarry Bowen, Chicago, IL. The spot features a nearly microscopic look at liquid playfully bouncing and bubbling over surfaces without absorption.
By capturing water, spilled juice and mud puddles in meticulously composed slow-motion, Piper gives us a rare glimpse at how liquid behaves. When that liquid never makes the surfaces wet, it becomes an artful showcase of the powerful new substance, NeverWet.
“Never Seen This” opens on a drop of water bouncing onto a rubber mat like an amorphous ball. A voiceover intones, “This is water. You’ve never seen it behave this way.” We then see surfaces being rained on, spilled on and submerged, “But never wet.” A graphic and the voiceover inform that this is because of Rust-Oleum’s “Revolutionary superhydrophobic coating that causes liquids to form perfect spheres… just spray it on and it’s never wet.” The Rust-Oleum and NeverWet logos close out the spot.
Agency : McGarry Bowen, Chicago, IL
Creative Directors: Ned Crowley, William Cannon, David Claus
Head of Production: Lisa Snyder
Agency Producer: Tracy Tran
Production Company: Backyard Productions, Bicoastal
Director: Nick Piper
DP: Neil Shapiro
Producer: Anton Maillie
Executive Producer: Kris Mathur
Editorial Company: Optimus, Chicago, IL
Editor: Aaron Porzel
Editorial Producer: Tracy Spera
Post Production: Chemical Effects, Santa Monica, CA
Post Producer: Jennifer Mersis