liquid i.v. 2026 super bowl teaser

My role: creative director of the entire production.

Weber Shandwick collaborated with Liquid I.V. on their Super Bowl Spot Tease strategy for the company’s first-ever Super Bowl commercial. The brand narrative focuses on raising awareness around dehydration—a critical yet often overlooked issue. To educate audiences, the campaign highlights symptoms of dehydration, such as dark urine—an important but admittedly uncomfortable topic for many media outlets and consumers.

The forthcoming spot addresses this challenge in a humorous and culturally resonant way, set against the backdrop of Phil Collins’ iconic track, “Against All Odds.”

To expand the conversation beyond the “need-to-know” and “functional” aspects of dehydration awareness, the campaign modernizes the song for a younger, contemporary audience. Liquid I.V. partnered with EJAE, renowned for her role in K-pop Demon Hunters, to recreate the song with a fresh perspective. Her cultural relevance, creativity, and fanbase allowed the campaign to resonate with a new generation of consumers.

The partnership yielded a remastered track available for streaming, extensive press coverage, social media buzz, and a wave of engaging digital content. This multilayered strategy has driven heightened interest around the brand and its mission to keep consumers informed and hydrated.