Cirkul, a rising hydration brand, is heading to the Big Game for the first time with a quirky commercial starring actor and comedian Adam DeVine. In a spot penned by Cirkul co-founders CEO Garrett Waggoner and President Andy Gay, the star of Workaholics and Pitch Perfect unexpectedly orders 100,000 Cirkul bottles after miscommunicating with his AI assistant. The 30-second ad, directed by Pete Berg and slated to run during the first quarter, underscores the brand’s playful approach to modern tech mishaps—while emphasizing the virtues of staying hydrated with Cirkul.
A Panicked Quest Becomes a Real-Life Giveaway
In a comedic twist, Devine’s on-screen mistake leads to a remarkable giveaway: Cirkul will fulfill the accidental AI order by shipping 100,000 limited-edition Starter Kits to random households across America. As Devine asks viewers, “Do you got Cirkul?” the brand’s field team springs into action—literally delivering hydration essentials coast to coast. According to Waggoner, it’s a bold introduction for a brand that, until now, has been relatively quiet while ramping up production and profitability.
“We’re ready to introduce a bigger audience to Cirkul and take the brand to the next level,” says CEO Garrett Waggoner.
“Our first Super Bowl ad is the perfect way to kick that off.”
Why Now? Cirkul’s Quiet Rise
According to Waggoner, Cirkul spent the past few years focused on scaling production to match surging demand. Now profitable, with U.S.-based manufacturing in full swing, the brand sees the Super Bowl as a springboard to mainstream recognition. By pairing comedic star power with a tangible “wow” factor in the form of 100,000 free kits, Cirkul aims to become a household name in hydration—overnight.
Interesting celebrity choice.