While the Gatorades and Powerades of the world hero pro athletes and intense workouts, Liquid I.V. took a different approach to hydration with a campaign that pushes against extreme tropes. We launched the “Real Hydrating” campaign with two :30s spots that misled viewers

to believe they are watching a typical extreme sports ad – then reveal that each of the characters is actually doing an attainable everyday activity, landing with the line "Because real life is extreme enough." The campaign also included short social films, OOH, and static digital assets.