Alcohol brands don't generally encourage you to drink more in their marketing these days (at least not in an overt way). But Pernod Ricard is doing that in its latest campaign. Only the liquid in question is not the hard stuff but plain old H2O. 

The company is behind a new responsible drinking campaign, the "Responsible Party Prevention Program," created in collaboration with European student organization Erasmus. As part of that, agency Buzzman has created a video titled "Drink More."

It includes scenes of young people indulging in some typical drunken behavior, some silly (like dancing with traffic cones on your head or trying to walk up an escalator the wrong way) but some dangerous or just gross (collapsing in the street and waking up covered in your own vomit).  It all ends with a message to drink more water and remember your night out. 

The digital campaign and some accompanying print ads are running in the U.K., Germany, Belgium, Mexico and Latin America.