Tampa-based water bottle model Cirkul, based in 2016, is able to amp up its model consciousness—therefore, its debut within the Tremendous Bowl. The advert was conceptualized in-house by the model’s founders, Andy Homosexual and Garrett Waggoner.
The founders mentioned that casting comic Adam Devine was an apparent selection, since he was already a fan of the model. The advert, titled “You Obtained Cirkul,” exhibits Devine at a grocery retailer when his spouse calls and asks him to purchase Cirkul. Devine rapidly discovers that it’s out of inventory, main him to go looking city for it.
As Devine discusses the model’s greater than 100 flavors, his cellphone unintentionally locations an order for 100,000 bottles with out him realizing.
ADWEEK requested creatives to weigh in on the advert and share what works and doesn’t. Right here’s what they mentioned.
Laura Mingail, founder, Archetypes & Results
The advert helps to place having a bottle of Cirkul as one thing that even the grocery clerk has already caught onto. The simplicity of ordering a bottle, and the model having the substantial taste choices, is clearly communicated within the quick story. The giveaway will little doubt get some individuals intrigued sufficient to examine their entrance door, and encourage some on-line searches for Cirkul to grasp what they missed out on. It is a sensible method for his or her goal of accelerating consciousness.
Palvi Singh, account govt, DISRPT at The Door
Cirkul’s Massive Sport debut stands out by retaining it genuine and effortlessly humorous. With an actual couple who genuinely love the model and a situation that feels all too acquainted, it’s the form of advert that makes you smile—and perhaps even hope you’re one of many fortunate ones caught in Adam Devine’s 100,000-bottle mishap.
Jacob Wallach, founder and CEO, Social4TheWin
The advert makes it clear what the product is, particularly as I’ve by no means heard of the model earlier than. However the larger query is the way you truly enter [the contest] to get free Cirkul. That half may have been extra clearly communicated.
I additionally seen a hashtag on the finish of the advert, presumably as an try and make it extra social-first, however with out clear path, it’s unclear how customers are supposed to have interaction with it. A social-first method works greatest when there’s a transparent motion tied to it.
I personally like Adam Devine, however in a Tremendous Bowl full of celebrity-driven adverts, that includes names like Matthew McConaughey, Ben Affleck, Drew Barrymore, Chris Hemsworth, and THE Walton Goggins, does he stand out sufficient? There’s all the time a threat of superstar overload, the place an advert blends into the combination as an alternative of leaving a long-lasting impression.
Watch Cirkul’s “You’ve Obtained Cirkul” Tremendous Bowl 59 advert beneath.
