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By Amy Houston | Senior Reporter

January 26, 2023 | 2 min read

If you’re struggling to get your eight glasses a day in, don’t worry, there’s a pill for that.

Well, sort of. Belgian water brand Spa has released a tongue-in-cheek ad campaign in the hopes of selling more bottled H20.

‘Placeb’eau’ takes cues from many wellness, vitamin or supplement commercials and gently mocks them. The video begins with a woman listing all the benefits of a miraculous pill and encourages people to take it eight times a day, with a glass of water, before ending with the tagline: “Better drinking. Better living.”

In reality, the joke medication will have absolutely no effects on people whatsoever. The name of the game is to get people to hydrate themselves more frequently.


Client: Spadel

Product: Spa

Contacts: Mélanie Decelle, Séverine Du Champs, Zocha Mikolajczyk, Marianne Van Lathem, Tamara Daumerie

Agency: Happiness, an FCB alliance

Executive creative management: Karen Corrigan

Chief creative officer: Geoffrey Hantson

Executive creative director: Philippe Fass

Creative content directors: Jil Dockx, Lode Vochten

Strategic director: Isabelle Koelman

Connectivity planner: Marine Vandenplas

Concept provider: Isabel Snellen, Frederik Clarysse

Content provider: Brent Roofthooft

Copywriters: Stéphane Opdenbosch, Dee Verwaertermeulen, Elmer Tazartez

Business director: Kris Van den Brandt

Account team: Stef Cuypers, Emmanuelle Hoet, Yente Janssen

Art direction: Iliana Couvez

Head of design: Dries Lauwers

Graphic designers: Lore Snauwaert, Karel Chanterie, Jonathan Kalifat

DTP: Loïc Lenoble

Head of production: Bart Vande Maele, Arthur De Wachter

Head of motion: Remke Faber

Motion designer: Simon Schuurman, Bart Callaerts

Director: Simon Schuurman

Director of photography: Thomas Ost

Interested in creative campaigns? Check out our Ad of the Day and the Best Ads of the Week.

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