Water! The very essence of human life. But how do you bottle the stuff, market it and charge a premium price for it? How about comic and famed Lothario Pete Davidson posing as a robot?
Well, that’s the premise for Coca-Cola’s US water brand Smartwater that sees the 29-year-old comedian play an animatronic version of himself in a new campaign.
The spot’s by WPP’s Open X led by VMLY&R and aims to position the brand to the health conscious, under 30s crowd.
Bottled water is, in fact, America’s biggest selling drink with sales surpassing $US20 billion ($A30 billion) annually.
According to Coke, the campaign, which features a 30-second spot, as well as 15-second cut-downs and six-second iterations for social media, is meant to tap into the relatable element of wanting to enjoy summer, but begin faced with an inability to do it all.
Davidson’s new arrangement with Coca-Cola continues a long line of recent endorsements for the funny man that includes such brands as H&M, Calvin Klein, Taco Bell, Manscaped and Hellmann’s Mayo.
However, as a loveable rogue as Mr Davidson is, B&T couldn’t help but think the work falls short in the humour stakes. Agree to disagree as you watch the trio of spots below:
