Smartwater promos antioxidant-infused alkaline water with Pete ...

Developed in partnership with creative agency VMLY&R, the campaign includes two anthem spots.

In one, dubbed ‘Same Kid,’ SNL star Pete Davidson reprises his role as spokesperson for the brand and taps into his roots as mama’s boy from Staten Island. He wants everyone to know he’s the same kid he’s always been – just a little fancier, like Smartwater Alkaline with Antioxidant. The spot even stars Davidson’s mom, who he famously adores.

Another spot, ‘Elevate How you Hydrate,’ brings together a group of celebrated athletes and fitness gurus. Alex Toussaint, a Peloton instructor with a cult following, joins BMX athlete Nigel Sylvester and British track star turned Olympic gold medalist Bianca Williams in a high-energy, movement-focused ad encouraging active consumers to switch to Smartwater Alkaline with Antioxidant.

The films will have staggered releases, with ‘Elevate How you Hydrate’ hitting the market today and ‘Same Kid’ debuting March 6. Both ads are set to run throughout the spring.

Beyond the two films – which will appear on linear TV as well as streaming channels – the campaign will include both paid and owned traditional and digital advertising placements, including out-of-home and Spotify audio.

For more, sign up for The Drum’s daily US newsletter here.