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Epoch's Martin De Thurah Directs and MakeMake's Peter Brandt Edits Liquid IV's First-Ever Super Bowl Spot
February 11, 2026
In its first-ever Super Bowl ad, created by Anomaly, hydration brand Liquid I.V. has skipped the usual celebrity cameos in favour of something far less glamorous - the humble toilet.
A simple yet brilliantly stupid idea, Take A Look, directed by Martin De Thurah through Epoch Films, features anthropomorphised toilet seats belting out the yearning Phil Collins ballad Against All Odds.
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