Pete Davidson is a bottle-dispensing robot in new Smartwater ad

The spot, from VMLY&R and Open X, launches the brand’s summer campaign

Published On
May 01, 2023
Pete Davidson drinking Smartwater on a tablet attached to a water dispenser

Editor's Pick

Smartwater's new ad depicts actor and comedian Pete Davidson as a water bottle-dispensing robot called “Robo-Pete.”

The spot, titled “Grand Entrance,” leads the water company’s summer marketing campaign. Ad agencies VMLY&R and WPP’s Open X created the ad. Open X is a unit of WPP dedicated solely to Coca-Cola, which owns the Smartwater brand. 

The 30-second film shows Robo-Pete at a film set dispensing bottles for the crew, while the real Pete is on a boat, enjoying the summer weather.

 

“Pete Davidson continues to be a fruitful brand partner. His comedic timing and ability to not take himself too seriously allows our creative to reach new heights,” said Stacy Jackson, VP of water and tea at The Coca-Cola Company. “For this content series, we were able to experiment with pithy scenarios that feel relatable but are lighthearted and engaging.”

Short alternative clips will appear on social media. Production company Smuggler shot the ad, with Randy Krallman as director.

Pete Davidson has been a Smartwater spokesman and partner since 2021. He also starred in another Smartwater ad this year called “Same Kid,” which aired in March. 

The new spot will run throughout the summer on TV, streaming platforms and social media.

Credits

Date
May 01, 2023
Client :
Smartwater
Agency :
Open X
Agency :
VML
Production Company :
Smuggler
Director :
Randy Krallman
Editorial :
Friendshop
Editor :
Sara Sachs
Assistant Editor :
Devante Marshall
MD/Co-Founder :
Melissa Mapes
Senior Producer :
Adam Roe
Producer :
Samantha Mohan
Graphics :
Robert Jan de Vries
Color :
Royal Muster
Color :
Gregory Reese
Conform :
Bryan Rosenblum
Mix :
Heard City
Mix :
Phil Loeb
Co-Producer :
CMC/Forecast

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