With supermodel Naomi Campbell and a troop of lizards dancing to Michael Jackson's "Thrillist," this 60-second spot introduced PepsiCo's new "enhanced water" offering, SoBe Lifewater. Part of a larger, year-long effort, the commercial went on to attract 3.5 million YouTube hits by the fall. SoBe and Arnell came back to Super Bowl advertising in 2009 with "Lizard Lake."

Director: Peter Arnell. Editor. Alex Hagon.

BRAND: SoBe Lifewater

YEAR: 2008

AGENCY: Arnell Group

SUPERBOWL: XLII

QUARTER AIRED: Q2