×

Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

Lifewtr - Inspiration Drops

February 05, 2017 | :30

This spot for PepsiCo's new premium water brand, just on shelves since the end of January, shows a city transformed by a rainstorm that turns everything into art -- even if it seems questionable for anybody to collect these particular raindrops in their mouths.

The artsy theme was a big part of the marketing push for the new brand, whose packaging features rotating designs created by emerging artists.

The ad, by R/GA's Hustle Chicago, features music by John Legend. It went up against a 15-second commercial for another water brand, Fiji, in the thid quarter ("Nature's Gift").

PepsiCo also used its halftime sponsorship to promote Pepsi Zero Sugar.

Director: Robert Stromberg. Production company: RSA.

Send credit info to SuperBowlAdArchive@adage.com.
  • BrandLifewtr
  • Year2017
  • AgencyHustle
  • Superbowl #LI
  • Quarter airedQ1