Liquid I.V. Uses Singing Toilets to Remind People to Stay Hydrated During Super Bowl

Liquid I.V. charged into its first Big Game appearance with a halftime spot that positioned hydration as the real MVP of modern wellness.

The commercial featured singing toilet seats performing a cover of Phil Collins' "Against All Odds (Take a Look at Me Now)" to remind viewers to check their urine color for proper hydration.

Across 2025, Liquid I.V. made sure it was present everywhere the intensity spiked and crowds were overheating, from Lollapalooza mosh pits to scorching Formula 1 paddocks.

The message then reached 125 million viewers during NBC's Super Bowl LX telecast, backed by a four-agency team handling creative, media, experiential, and PR.

The spot arrived after a 2024 brand refresh and this year's launch of its Sugar-Free Energy Multiplier.

By layering product launches with cultural moments, Liquid I.V. ensured that each effort amplified the next instead of standing alone.

A Chorus of Singing Toilets

The 30-second spot featured various toilet seats opening and closing as if singing Phil Collins' power ballad, reimagined by K-pop singer Ejae.

Directed by Martin de Thurah for Epoch Films, the ad showcased toilets of all varieties, from fluffy grandma seats to stadium stalls and shower drains, all built practically without AI generation.

As the spot closed, text flashed across the screen: "Take a look at your pee. Yellow? Hydrate with Liquid I.V."

"The concept is one of those things that just makes you sit up a little bit straighter in your chair, and you're just uncomfortable enough," Stacey Andrade-Wells, Liquid I.V.'s chief marketing offer, told Variety.

While the brand shared a campaign teaser earlier this year featuring Ejae's reworking of the classic hit, it intentionally avoided celebrity talent for the final spot, opting for a creative concept instead.

"Most brands are going to show up to the Super Bowl with celebrity talent in their ads, and ultimately, you see so many celebrities. You start to misattribute," Andrade-Wells added.

"It becomes almost a little bit of celebrity fatigue."

How Four Agencies Built the Campaign

Liquid I.V. didn't rely on a single agency to cover every discipline.

Integrated digital marketing agency Anomaly, which has worked with the brand on past campaigns, led the creative strategy and Big Game commercial production.

Full-funnel agency Tinuiti was behind the media strategy across TikTok and Instagram, where the brand has built strong followings.

The campaign extended beyond the Big Game, through social media activations designed to keep the hydration conversation going after the game's big win on Sunday.

Meanwhile, NVE Experience Agency crafted immersive brand activations for the campaign, while comms company Weber Shandwick handled PR and cultural moment integrations.

This multi-agency model treated the Big Game spot as a full-funnel campaign instead of a media buy with creative attached.

Cultural Moments Built the Runway

Liquid I.V. spent 2025 building a case for hydration before asking 100 million people to watch a commercial about it.

The brand set up a pop-up at this year's Lollapalooza, offering its products for thousands of the festival's attendees to try.

It also sponsored the Formula 1 Las Vegas Grand Prix 2025, tying hydration to elite athletic performance.

The brand, acquired by Unilever in 2020, has proven it can create its own strategy instead of following traditional CPG approaches.

These activations created proof points before asking audiences to pay attention during the most expensive media buy of the year.

Liquid I.V. now operates in over 112,000 retail stores, which means the Big Game spot had actual distribution behind it.

Here's what wellness brands can learn from this approach:

• Build cultural relevance before buying expensive media by showing up at events where your product solves real problems.
• Deploy specialized agencies for integrated marketing rather than expecting one partner to handle creative, media, experiential, and PR equally well.
• Position your category as essential lifestyle infrastructure instead of competing on features and benefits that consumers tune out.

The Big Game works for health and wellness brands when it's the exclamation point on a year of proof, not the entire sentence.

Our Take: Is the Big Game Still Worth It for Wellness Brands?

We think the Big Game still works for wellness brands, but only when the spot is the culmination of real cultural groundwork.

Liquid I.V. spent the year showing up in places where hydration genuinely matters, which gives this debut more legitimacy than most first-timers.

The singing toilet concept successfully cut through celebrity-heavy Super Bowl clutter while delivering a memorable hydration reminder that viewers will discuss at parties.

Even so, potty humor can be tricky for family audiences, though Liquid I.V. managed to keep it educational rather than offensive.

For us, the signal is clear. Wellness brands can win the Super Bowl, but only after they win the culture first.

In other news, Gopuff pushed for a federal Super Monday holiday this week with Tom Brady and Druski, turning post-Big Game absenteeism into advocacy-driven marketing.

Sports marketing succeeds when brands partner with agencies that understand how to layer cultural activations with major event advertising. Find top sports marketing agencies in our directory.