Well, this is new. The new Smartwater advertising campaign claims their water was ‘inspired by the clouds.’ O-K-A-Y. With longstanding brand ambassador, Jennifer Aniston in the ads it doesn’t really what the copy is, because we’re all just looking at the photos anyway.
The photos are stunning too, shot by famed fashion photographer Ruven Afanador in Los Angeles. As an ode to the aforementioned clouds, the campaign is titled “up, up, up” (#upupup) campaign, which is said to ‘illustrate feelings of optimism and clarity,’ all fueled by Smartwater of course.