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Customizable flavored water Cirkul is making a splash with its first-ever Super Bowl commercial — and it's turning an on-screen mishap into a real-world giveaway.
The short spot titled "You Got Cirkul" stars comedian and Cirkul fan Adam Devine as he frantically searches for a water bottle for his wife.
In his desperation, he unknowingly places an order for 100,000 bottles using his phone’s AI assistant. But what started as a fictional blunder took on a life of its own.
Now, the brand plans to give away 100,000 Cirkul starter kits to random homes across the U.S. during the Big Game.
Apart from the spot, the brand's efforts also include a short comedic "Yum Yum" jingle sung by the actor, reminding viewers to stay hydrated.
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"We've been purposely quiet the past few years at Cirkul as we focused on building up production and meeting growing demand for our customers," Cirkul CEO and co-founder Garrett Waggoner said in a statement.
"Now a rapidly growing and profitable company with our own US-based manufacturing, we’re ready to introduce a bigger audience to Cirkul and take the brand to the next level, and our first Super Bowl ad is the perfect way to kick that off," the CEO added.
Nationwide sweepstakes are no stranger to the Big Game, and they're almost always met with excitement and positive reception from fans of the Super Bowl.
Cirkul is harping on this hype, pursuing a brand marketing strategy that introduces the brand to households across the U.S.
Got Cirkul?
Written by Waggoner himself and Cirkul President Andy Gay, the commercial opens with a montage of Devine frantically running around a grocery store as he stays on a call with his wife.
"You got Cirkul, right?" his wife asks him, to which he reassures her he did.
Little did he know that the grocery store had actually run out of the flavored water brand.
Devine, in full panic mode, turns to his phone’s AI assistant for help — only to mistakenly place a massive order of 100,000 bottles.
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Preparing to confront his wife at home, he's surprised to find out that they have secured a Cirkul water bottle delivered to their doorstep, with the brand delivering the other 99,999 ordered bottles to the rest of America.
"Did I send one to you?" he asks the viewers, as the commercial ends.
Recently, GoDaddy took a similar approach with its Super Bowl campaign, teaming up with Walton Goggins as the new entrepreneur acts like he knows what he's doing.
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