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Story summary
- Liquid I.V., the hydration brand, debuted a Super Bowl ad where singing toilets cover Phil Collins' "Against All Odds" to promote hydration.
- The ad sparked social-media backlash, with many calling it tasteless, while others found it humorous.
- Liquid I.V. says the campaign aims to raise brand awareness, now at 37%, and spark hydration discussions.
- The approach contrasts with celebrity-driven ads and signals a post-pandemic shift toward health marketing.
