This new ad for Seventh Generation, created out of the brand's newly appointed agency 72andSunny, features scenes of the kind of free-wheeling, life-loving beautiful Millennials that have descended on advertising like a pestilent swarm -- so much so that perhaps you'd be tempted to click away or change the channel very, very quickly. But on closer examination, you'll realize it's a fake promo for a faux bottled-water brand, Once. As the young people in the ads drink away and have a ball with piles of the brand's empty vessels, a sarcastic voiceover belies the ad's real message:

Once is now. Once doesn't think twice. Once never looks back, never thinks ahead. Once knows the world's just a theme park that closes tomorrow. That's why we drink tomorrow today. No consequences, no regrets. Someone else can clean up our mess while we live for Once. Who gives a sh*t about the future? At least we're hydrated.

The ad then segues to the lines, "Time to end single use plastics. #endthetrend," after which Seventh Generation's reusable bottle, Bobble, takes center stage on screen.

Read more about the effort on Adage.com.