Air up is launching its first TV campaign in the UK to mark the appointment of the UK’s largest media agency the7stars, showcasing the features of the bottle.
Centred around an elegant game of tennis on a summer’s day, the ‘It’s not a water bottle’ campaign is accompanied by a soothing orchestral rendition of Bach’s ‘Air on the G String’.
The film, created by air up and Tres Bien, then cuts to a close-up of an air up bottle, and a heavily accented German narrator says: “This is not a water bottle, this is an air up bottle, that flavours water from scent alone”.
The record needle then pulls violently across the vinyl track, with the linesman veering off into the umpires chair catapulting the contents of the standard water bottle across the court.
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Launching across linear TV, BVOD as part of a large scale AV drive, the campaign will run until 28 March.
It is the first campaign since the7stars won the brand following a closed pitch process against several agencies, all managed in house by air up.
“The7stars team demonstrated a real passion for our business with a strategy to match our ambition. I am excited to take that enthusiasm and vision to the UK market and I can’t wait to see the results,” said air up Country manager UK and Ireland Will Richardson.
the7stars head of client team Lynsey Brooks added: “Air up is such an exciting brand that has already achieved a lot through DTC outreach and influencer engagement. The 7stars’ team is delighted to be on board for the next stage of air up’s growth, delivering broadcast AV audiences here in the UK.”
