Coca-Cola's water brand Smartwater just released a new summer commercial introducing Robo-Pete: its very own innovative water dispenser featuring the actor and former SNL cast member Pete Davidson.
In “Robo-Pete’s Grand Entrance,” Davidson talks to passers-by on the set of a commercial through a tablet attached to a Smartwater stand.
“Robo-Pete in the house,” the actor says on screen.
Through Robo-Pete, Davidson can tend to his duties to the brand even when he’s far away enjoying a summer vacation.
“It’s a little awkward, but yeah, it beats being on set,” he exclaims at the end of the commercial.
Watch the 30-second spot here:
In an exclusive interview with Muse, creative strategy and group director of Coca-Cola Luke Perkins explained the brand's reasons for partnering with the seasoned comedian for the commercial.
“The beauty of partnering with someone like Pete is that his comedic nature allows for so many different directions,” he explained. “He's "in on the joke" and receptive to the ideas we bring. Pete has even strengthened the executions with ad-libbing and a delivery that makes a line land perfectly.”
When it comes to the approach and conceptualizing the video marketing campaign, Perkins said he wanted to highlight summer and the increased focus on hydration. “For this content series, we incorporated relatable scenarios and kept the overall mood light-hearted and fun,” the director shared.
“We wanted to tap into the relatable element of simply wanting to enjoy summer and the endless quest to get it all done. It's a new, evolved interpretation of "Keep It Smart" for the season,” he added.
Smartwater’s campaign is led by WPP’s Open X and produced by Smuggler.
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