smartwater//Pete Gets Smart - Jessica Walden-Morden


Water. So pure. So clear. So boring.

So when smaterwater wanted to stand out in an over-saturated market, we went with a guy no one saw coming—Pete Davidson—to remind people to keep living smart.

The once-king of regrettable decisions, a seemingly smarter Pete was the perfect update to a brand that was a little…too perfect.


With a full 360 TVC, cinema, radio, and social campaign, the media went nuts. So did his fans.


1.3 billion impressions

160+ press placements

147% increase in social conversation

+15% sales over previous summer

1 very silly blooper reel:


ACD/CW: Garrett Musar

ACD/AD: Chad Ford

CD/AD: Jennifer Farquharson

CCO: Noel Cottrell