“Hydration breaks or ad breaks?” — a new frustration for football fans watching from home, trapped in an endless barrage of back-to-back commercials. Ogilvy Vietnam collaborates with La Vie, Vietnam’s leading water brand, to turn hydration breaks back into what they were meant for: actual hydration.
Hoang Anh, Ogilvy Vietnam’s Group Account Director, shared: “The best ad a water brand could have during hydration breaks, is seeing fans stay hydrated for real. So rather than buying another TV spot during the breaks, La Vie redirects its ad spend to reward fans for drinking it, cooling the debate while playfully turning fans into the brand’s most authentic ads.”
Instead of sitting through standard commercial reels, fans stand a chance to win money rewards simply by posting themselves drinking La Vie at home during the breaks. “Finally, a reason to enjoy the hydration breaks,” one fan shared.
Rather than engaging in the traditional broadcast ad war, La Vie is reframing the media space to champion the true purpose of the break.
The creatives behind the campaign shared: “With the matches happening late at night in Vietnam, we captured real fan habitats in a visual series, blankets and popcorn to beauty masks, now joined by a bottle of water. Why be hating when we can be hydrating for some money?”
In a changing world of football, some things should remain simple for fans to enjoy the pure game. Simply as a hydration break is, first and foremost, a moment to hydrate.
