Pete Davidson’s History of Dumb Choices Made Him the Perfect Face for Smart Water
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You may have seen the ads and thought they were funny memes. Pete Davidson in harsh high contrast black and white photos with copy like, “You can’t run away from your problems if you’re dehydrated. You can, but you won’t get very far.”
The campaign featuring Davidson kicked off July 5 ‘Rehydration Day’, which it honored with pop-up events at Santa Monica Pier in Los Angeles and Jones Beach in Long Island, New York. At both locations, the brand made Smartwater-filled kegs – christened ‘smartkegs’ – available to the public. The activations also included visual displays, photo ops and other activities.
The Drum: “Let’s be honest – this summer is a wild one, and I’m here for it,” Davidson said in a statement. “But I’m also going to keep living smart and staying hydrated, making my pee as clear as possible on Rehydration Day, and you should too.”
The campaign’s hero film opens on a scene of Davidson in a tattoo removal studio. “I’ve made a lot of questionable choices,” he says, as a technician zaps away at his arm. Davidson reflects back on some of these decisions – ranging from living in his mom’s basement until his late twenties to hoverboarding rather than walking through a fine dining establishment.
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Davidson has spoken openly about his sobriety and his desire to make healthy choices. Ulises Ramírez, group director of the hydration portfolio at The Coca-Cola Company’s North America operating unit, said in a statement that Davidson is a fitting face of the new campaign because he’s “a good-humored, great-natured, stand-up guy who’s just trying to learn from his past and keep living smarter.”
