The beverage brand pours on the thirst in this fun ode to Y2K nostalgia.
With most of the industry having Cannes on the brain this week, sparkling water brand Bubly is moving in reverse. It is focusing its brain on its own can of a fan-favorite, limited-edition beverage and serving its millennial female audience a fun trip down Y2K Memory Lane with a heartthrob from the era to promote it. Melting For You finds creator and “self-proclaimed ’90s and early aughts historian” Erin Miller hilariously transported back to the heyday — and specifically into romantic interludes with her crush of the era, actor Chad Michael Murray — whenever she sips the brand’s Melted Ice Pop flavor. Gratuitous shots of Murray chopping wood, wiping his face with his shirt to reveal his still-intact abs and pouring the beverage into his mouth pour on the cheek as much as they loyally serve Murray’s thirsty fanbase. Paired with clever visual nods to the product’s red, white and blue color scheme to match its patriotic pop inspiration and the The All American Rejects’ Y2K smash “Dirty Little Secret” as its soundtrack, the spot is unabashedly made for its core audience, but still a fun watch for casual observers.
