The minds behind the latest must-see advert – Thunderbirds’ genius Brains grooving to 90s euro-dance hit ‘Rythym is a dancer’ – are pulling the consumer puppet-strings again as the ninety second video is posted all over the net for millions to see.

“As a relatively new water brand Drench had to find a way to make an impact,” explained CHI Partners’ executive creative director Ewan Paterson, who wrote the advert.

“By creating something that people would hopefully seek out and pass on to their friends we’re able to achieve that impact.”

During the dazzling dance routine the gyrating bespectacled scientist swigs from a bottle of Drench mineral water then skids on his knees to the tagline ‘Brains perform best when they’re hydrated.’