For Liquid I.V., it’s all constructed as much as this.

What started in a bathroom with KPop Demon Hunters star Ejae crooning the Phil Collins hit “In opposition to All Odds,” and later a janitor investigating that very same tune, has crescendoed with a refrain of singing bogs.

“Check out me now,” they sing, beckoning audiences to see throughout the porcelain to watch the yellowness of their pee—an indication of dehydration for which Liquid I.V. presents because the treatment.

The 30-second spot, executed by Anomaly, is Liquid I.V.’s Tremendous Bowl promoting debut.

The corporate additionally labored with Tinuiti for the media marketing campaign surrounding the spot, Weber Shandwick for its earned media and expertise administration; NVE for experiential; and Collectively for its micro influencer technique.

An organization spokesperson mentioned Liquid I.V.’s inner groups led the marketing campaign and story improvement, together with its work with macro influencers, social, and creating the inventive belongings.

“We wished a really disruptive advert that might drive dialog,” Liquid I.V. CMO Stacey Andrade-Wells instructed ADWEEK. “And we didn’t need to have superstar expertise within the advert.”

The bogs are the celebs

Whereas Liquid I.V. did use Ejae to announce its Tremendous Bowl presence, Andrade-Wells is cautious of celeb oversaturation on the day of the Tremendous Bowl.

“Individuals count on each single advert to have a celeb, and in some unspecified time in the future all of it begins to mix collectively, and you’ll’t actually decipher which model is which,” she mentioned.

With out utilizing a celeb as a shortcut to engagement, Andrade-Wells noticed a greater alternative to drive shopper dialogue by way of the inventive, a key a part of the transient that Liquid I.V. gave to Anomaly.

Anomaly’s creatives got here up with the concept of singing bogs, mentioned company CCO Josh Fell. “It began as a basic realization that if we’re going to a stage just like the Tremendous Bowl, you higher have one thing to say.”

The message on staying hydrated made sense, nevertheless it needed to be delivered within the easiest way potential. Luckily, there’s nothing sophisticated about singing bogs. “The individuals who know in the event you’re hydrated the perfect are these unknown faces that you simply pee into on daily basis,” Fell mentioned.