It’s Not a Water Bottle

air up®, the innovative water bottle scale-up from Germany, is launching its first TV campaign in the UK following the appointment of the7stars, the UK’s largest independent media agency, to its UK media planning and buying account. ‘It’s Not a Water Bottle’ debuts across linear TV and BVOD, in a large-scale AV drive running through to 28th March.

The TV spot from air up® and Tres Bien, features a game of tennis on a summer’s day, accompanied by a soothing orchestral rendition of Bach’s Air on The G String. However, cut to a close-up of an air up® bottle, and all is not what it seems. The heavily accented German narrator tells us “This is not a water bottle, this is an air up® bottle, that flavours water from scent alone”.

Cue, the record needle pulls violently across the vinyl track. On-court the linesman veers off crashing into the umpire’s chair catapulting the contents of their standard water bottle across the court. The parting shot ends on the air up® bottle with the strapline reminding us that ‘It’s not a water bottle’.
air up®’s UK launch is curated by the7stars and is their first campaign since winning the account at the start of this year following a closed pitch process against several agencies, managed in house by the brand.