"Only farmers are happy when it rains" is the statement. Instead of showing one farmer, we show all farmers, leading to an impressive, epic story and making the idea stronger and funnier.

We show farmers in situations of extreme water and rain, but they don't mind, they love it. The images become like a hallucination, even surrealistic.

Farmers run from their farms to the fields in the poring rain, the stand under a overflowing gutters, run naked in the rain and slide in the mud like maggots (here the iconographic image of Lars Von Trier's “Antichrist” comes to mind). It's Woodstock for farmers.

Slow motion is a very important technique as it gives a heroic feel. The action builds up slowly, they all come running over fields, little country roads, jump over hedges,... At the high point all farmers gather and run over the top of a hill all celebrating the joy of rain. They run, roll and slide down the hill quite spectacularly, like Coopers Hill Run.

Then we cut to the baseline "Only farmers are happy when it rains" and that you can enjoy a vacation under a tropical roof where it never rains at Center Parcs.