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By Audrey Kemp, LA Reporter

May 1, 2023 | 2 min read

Fans of SNL and Smartwater, rejoice: ‘Robo-Pete’ is now a reality, thanks to the latest ad campaign from Coca-Cola’s drinking water brand.

Sometimes the latest innovation in robot technology is an android that blurs the lines between the human and mechanical worlds. Other times, it’s a tablet attached to a water stand that lets celebs film a commercial virtually while enjoying their summer vacation.

Such is the idea behind Smartwater’s summer campaign starring former SNL star Pete Davidson, ‘Robo-Pete’s grand entrance,’ which went live today. In a 30-second spot, Davidson talks to people on the set of a Smartwater commercial, through a tablet on video chat attached to a clunky cooler filled with Smartwaters (also known as Robo-Pete).

With Robo-Pete on set, the actor is able to fulfill his duties as Smartwater’s brand ambassador, while chilling poolside at a faraway resort. However awkward Robo-Pete may appear, some would argue that idea is pretty ‘smart.‘

The film will be supported by a combination of paid and owned traditional and digital advertising. WPP’s Open X led the effort.

Credits

Agency: WPP’s Open X; led by VMLY&R

Production company: Smuggler

Editorial: Friendshop

Mix: Heard City

Third-party signatory and co-producer: CMC/Forecast, Inc.

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Creative Works VMLY&R Pete Davidson

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