Bai has enlisted John Legend to front its newest ad campaign, which aims to position the brand as “WonderWater”.
The artist stars in a commercial in which he sings about flavorful hydration and antioxidants elation while holding a bottle of Bai and walking among huge fruits that are used for the brand’s antioxidant-infused beverages.
At the end of the spot some of the brand’s range of products are showcased, from the Lemonade (available in Sao Paolo Strawberry, Lanai Blackberry and Burundi Blueberry varietes) to Antioxidant Infusions, which include a new flavor, Zambia Bing Cherry. The drinks contain no artificial sweeteners and only one gram of sugar.
Legend is no stranger to advertising. He and his wife, Chrissy Teigen, co-starred in this year’s Super Bowl commercial for car maker Genesis. He has also appeared in commercials for Hulu TV, Chevrolet, Google Assistant, Target and Lay’s.
In the past, Bai has worked with Justin Timberlake, who became the brand’s “chief flavor officer” in 2016, after investing in Bai, and Christopher Walken for its ad campaigns. The latter starred alongside Timberlake in Bai’s Super Bowl 2017 commercial.