Clear Fruit believes that exciting people deserve exciting water. And in this campaign, that idea came to life through the brand’s most enthusiastic advocate, our hyper-alert, always-ready waterboy, whose only mission is to toss a perfectly chilled Clear Fruit to “Mr. Jamo,” as soon as he gets the signal.
Through a sponsorship with NFL wide receiver Jameson Williams, the campaign positioned Clear Fruit as the flavorful, high-energy alternative to ordinary water. Williams’ speed and big-play personality made him the ideal counterpart to our over-eager waterboy, whose persona cleverly embodies the product itself: refreshing and full of personality.
The spot leans into humor and character-driven storytelling, using the playful relationship between player and waterboy to underscore the brand message: Clear Fruit is for people who stand out. By personifying the waterboy as “the better version of water,” the campaign gave the brand a memorable edge, and it delivered a fresh, entertaining way to highlight what makes Clear Fruit the right call.
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| Managing Partner, CCO: | Bill Morden | Managing Partner, Account Director: | Joe Morden |
|---|---|---|---|
| Creative Director: | Jeff Wolfe | Art Director: | Jeff Wolfe |
| Art Director: | Rajeev Pillai | Copywriter: | Cole Guidry |
| Director: | Bill Morden | Editor: | Rajeev Pillai |
| Managing Partner, CCO: | Bill Morden | Managing Partner, Account Director: | Joe Morden |
|---|---|---|---|
| Creative Director: | Jeff Wolfe | Art Director: | Jeff Wolfe |
| Art Director: | Rajeev Pillai | Copywriter: | Cole Guidry |
| Director: | Bill Morden | Editor: | Rajeev Pillai |