VMLY&R's campaign builds on the brand's 'keep living smart' platform.
Smartwater thinks anyone can start making healthier life choices -- even Saturday Night Live star Pete Davidson.
In the spot, Davidson reflects on his "questionable choices" while a technician removes his arm ink in a tattoo removal studio.
"Were all my bad decisions because I was dehydrated? I mean, maybe," Davidson quips during a tattoo-removal session. His decisions include hoverboarding on a date at a fancy restaurant, living in his mom’s basement until his late ‘20s and getting 40-plus tattoos.
The spot was inspired by real events in Davidon’s life including moving out of his mom’s house, removing his tattoos and committing to sobriety.