In a steamy bathroom mirror reflection, KPop Demon Hunters star Ejae belts out an ethereal rendition of Phil Collins’ 1984 hit “Against All Odds,” her voice echoing hauntingly until a sip of Liquid I.V.-enhanced water brings clarity and power to her performance. This 15-second teaser, released this week, marks the hydration brand’s bold entry into Super Bowl advertising, with Ejae fronting the promo ahead of Liquid I.V.’s debut 30-second spot during the first half of the Big Game on February 8.
The spot opens with Ejae gazing into the mirror, her distant vocals transforming into a full-throated showcase as she steps to a standing microphone beside an improbably placed piano. A voiceover underscores the hydration theme, teasing the full ad’s “wake-up call” to players, coaches, and fans about the critical need to stay fueled amid the game’s intensity. While Ejae won’t appear in the live Super Bowl commercial itself, fans can catch an extended cut on Liquid I.V.’s Instagram and TikTok, where her complete cover unfolds.
Ejae’s involvement stems from her breakout role as the singing voice of Rumi in the smash Netflix animated film KPop Demon Hunters, a project that has kept her at the center of cultural conversations. She’s swapped her signature track “Golden” for this Phil Collins reinterpretation, infusing it with what one outlet called a “golden version” of the rock classic. As a South Korean American singer-songwriter, Ejae brings authenticity to the campaign, aligning her rising stardom with Liquid I.V.’s message of sustained energy.
“For our first Super Bowl campaign ever, we really wanted to approach this the way that Hollywood would launch a blockbuster film,” said Stacey Andrade-Wells, Liquid I.V.’s chief marketing officer. “Usually the first step in that is an amazing soundtrack. And so we identified Ejae as an amazing partner. Her work on KPop Demon Hunters dominated the culture conversation and, frankly, still is.” This teaser embodies that cinematic strategy, building anticipation like a movie trailer while spotlighting the product’s electrolyte-packed hydration packets, designed to make water more effective for longer-lasting replenishment.
Ejae herself emphasized the personal fit in an interview, noting hydration’s non-negotiable role in her vocal prowess. “Hydration is absolutely key in singing all these high notes,” she told Adweek. “So when they reached out, it just made so much sense. I was excited, because I use Liquid I.V. all the time. Water is great, but to have hydration last longer, I use Liquid I.V.” She admitted to initial nerves about reimagining such an iconic track—”I was definitely nervous”—but the bathroom setting eased her into it.
The choice of location was no accident. “Where’s the best place to sing? It’s the bathroom,” Ejae laughed, praising its natural acoustics. “I felt like such a great singer in the bathroom. And having a piano in the bathroom was amazing. I live in New York, so that never happens. The bathrooms are teeny-tiny.” This quirky, relatable setup contrasts the brand’s science-backed formula—cellular transport technology that accelerates water absorption—with a moment of everyday magic, making hydration feel aspirational yet accessible.
For Liquid I.V., the Super Bowl push caps a multifaceted marketing evolution, including a recent brand refresh and activations at festivals and sporting events nationwide. “Liquid I.V. has always been at the forefront of culture, and this was a perfect opportunity to anchor this campaign in the world of entertainment,” Andrade-Wells added. The effort involves a powerhouse creative team: Anomaly on concept and production, NVE Experience Agency for experiential elements, Tinuiti handling media buys, and Weber Shandwick leading PR.
This debut slots Liquid I.V. among health-focused advertisers crashing the Super Bowl’s traditional party of junk food, beer, and soda brands, positioning hydration as the smart counterpoint to game-day indulgences. In an era where wellness intersects with high-stakes entertainment, Ejae’s teaser amplifies that narrative, her echoey-to-empowered arc mirroring the product’s promise: turn ordinary hydration into peak performance.
Out-of-home (OOH) advertisers eyeing the Big Game should take note of Liquid I.V.’s playbook. The teaser’s social-first rollout—optimized for quick shares on Instagram and TikTok—pairs seamlessly with OOH’s high-impact visuals, where bathroom-mirror drama and a piano could dominate digital billboards in Times Square or transit hubs. Imagine Ejae’s silhouette against a glowing mic stand, packet in hand, pulsing across urban screens to drive traffic to those extended cuts. Agencies crafting OOH for health brands might replicate this by leaning into celebrity authenticity and cultural tie-ins, transforming product demos into mini-blockbusters that echo across physical and digital spaces.
Ejae’s star power, honed from red-carpet interviews to Netflix acclaim, underscores OOH’s potential for narrative extensions. Her line about high notes and hydration resonates in static formats too—bold visuals of water glasses mid-sip, Phil Collins lyrics warped into hydration anthems. As Super Bowl hype builds, Liquid I.V.’s approach signals a shift: OOH isn’t just awareness; it’s the canvas for teaser extensions that blur lines between street-level spectacle and social virality.
With the game two weeks away, this campaign exemplifies how emerging brands can punch above their weight. Liquid I.V. isn’t just advertising; it’s staging a cultural hydration intervention, Ejae as its siren song.