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Razorwire | Energy Drink Advertisement | TV Campaign

A colourful and frantic energy drink advertisement to cut through the noise in a crowded market sector.

Razorwire Energy was a 2021 winner of Sky’s AdSmart SME100 promotion which awarded subsidised TV advertising campaigns to growing enterprises. JMS Group was briefed by Razorwire to produce a TV spot with appeal to a young market with a strong interest in gaming and esports. The energy drink sector is crowded, highly competitive, and (in respect of television advertising) tightly regulated. Extravagant production values would not be the key to separating Razorwire from competing brands or established big-name global players. Instead we chose to borrow from meme-culture and the loose production styles of Twitch streamers to build a loud, esoteric, and somewhat scrappy TV spot that screams ‘high energy’ from the first frame to the last.


Production Company: JMS Group
Media Agency: Sky Media
Client: Razorwire Energy
Production and Sound Design: Tom Vaughan-Mountford
Producer: Francesca de Lacey

For additional information about getting your food or drink brand on television read our 8-Step TV Commercial Production Process or find out more about advertising on AdSmart from Sky.

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