• by Fern Siegel , Yesterday

Canada Dry Ginger Ale is launching its new brand platform, “Dry Time is My Time,” with a novel twist. The art work is inspired by original oil paintings.

Deutsch’s creative neatly captures daily chaos in a layered and detailed way. The one plus at the end of it: Canada Dry time. The spots run on CTV, OLV and organic social media.

Publicis handled media.

“Sitting in traffic or at a stressful family dinner are not necessarily interesting visuals on their own. Which is why classical art felt like the perfect medium to make those scenes look as dramatic as they feel in real life. We looked across a lot of different painting styles and eras, from Baroque to Rococo to Italian frescoes,” Curtis Petraglia, SVP, creative director, Deutsch, told Agency Daily.

“Borrowing from the composition, lighting and character staging of Northern Renaissance paintings gave these scenes the scale we were looking for. It let us take everyday moments and turn them into hyperbolic little sagas frozen in time.”

Deutsch’s creative roster also includes Taco Bell, Dr. Pepper, IHOP and Credit One. The agency is owned by Omnicom.

Canada Dry is part of Keurig Dr Pepper, a major American beverage company. The brand began in 1904 as Pale Ginger Ale.