Liquid I.V. Super Bowl Ad Encourages Bathroom Breaks

Electrolyte drink brand's quirky commercial features singing toilets reminding viewers to stay hydrated.

Published on Feb. 8, 2026

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In a 30-second Super Bowl ad, Liquid I.V., a maker of electrolyte drink mixes, aired a commercial featuring a series of toilets and urinals singing a cover of the Phil Collins song "Against All Odds" to encourage viewers to check the color of their urine to ensure proper hydration. The unconventional ad, which avoided using celebrity talent, aims to inspire "behavior change" and get people talking about hydration at Super Bowl parties.

Why it matters

The Liquid I.V. ad stands out in a crowded field of Super Bowl commercials from health and wellness brands, many of which feature celebrity spokespeople. By taking a more creative, humorous approach, the brand hopes to cut through the clutter and get viewers engaged in a discussion about the importance of hydration.

The details

The 30-second Liquid I.V. ad shows a series of different toilets and urinals singing the Phil Collins song "Against All Odds" to encourage viewers to examine the color of their urine. The ad doesn't mention the Liquid I.V. product until the final seconds, with the goal of sparking conversation and "behavior change" around hydration. Liquid I.V. is also supporting the ad with additional placements in bathroom locations in San Francisco, where the Super Bowl is being held, as well as the hometowns of the competing teams.

  • The Liquid I.V. Super Bowl ad aired during NBC's telecast of Super Bowl LX on February 9, 2026.
  • Liquid I.V. has designated February 10, 2026 as National Rehydration Day in coordination with the Super Bowl ad.

The players

Liquid I.V.

A maker of electrolyte drink mixes that is aiming to raise awareness of its brand through a quirky Super Bowl commercial.

Stacey Andrade-Wells

The chief marketing officer of Liquid I.V. who discussed the brand's strategy for the Super Bowl ad.

Anomaly

The advertising agency that created the Liquid I.V. Super Bowl commercial.

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What they’re saying

“One thing that we were very intentional about when we were creating this idea was most brands are going to show up to the Super Bowl with celebrity talent in their ads, and ultimately, you see so many celebrities. You start to misattribute. It becomes almost a little bit of celebrity fatigue.”

— Stacey Andrade-Wells, Chief Marketing Officer, Liquid I.V. (Variety)

“Our goal is to inspire behavior change. We want people at their Super Bowl parties to be debating it with each other. And ultimately, we want them to think about hydration.”

— Stacey Andrade-Wells, Chief Marketing Officer, Liquid I.V. (Variety)

What’s next

Liquid I.V. has arranged for the day after the Super Bowl, February 10, 2026, to be designated as National Rehydration Day, and has partnered with DoorDash to facilitate delivery of its products to consumers.

The takeaway

By taking a creative, humorous approach that avoids celebrity endorsements, Liquid I.V. aims to cut through the clutter of traditional Super Bowl ads and spark a conversation about the importance of hydration, a message the brand hopes will resonate with viewers long after the game.