Cirkul, a water bottle that allows you to flavor your water, is making its Big Game debut this year with an ad starring comedian Adam Devine.

Steve Battista, CMO of Cirkul, said the concept of the ad was created by founders Andy Gay and Garrett Waggoner.

“It seemed like it’s the right time to go big with it,” Battista said.

The 30-second ad titled “You Got Cirkul,” shows Devine grocery shopping when his wife calls, asking him to pick up Cirkul. Devine realizes that he can’t get it at the grocery store and travels throughout the town to fulfill her request, unintentionally assisting many others in the process. While talking about the brand’s more than 100 flavors, Devine’s phone inadvertently places an order for 100,000 bottles without his knowledge.

Similar to the ad’s premise, Cirkul is giving away 100,000 bottles that consumers can enter to win on the brand’s website.

The ad will run in the first quarter of the game.

The idea to use Devine comes from him owning a Cirkul himself, Battista said.

“He’s health conscious and was using the product ahead of time,” he said.

Cirkul’s primary goal for participating in the Big Game is to enhance brand awareness and capitalize on its growing popularity, Battista said.

Additionally, the brand plans to run a 30-second ad after the game and show behind-the-scenes clips featuring Devine on its social media channels.

Cirkul was founded in 2016 by Gay and Waggoner and competes with Stanley, Hydro Flask, and Owala. The Tampa-based brand has worked with creators like Mr. Beast and became an official partner to USA Swimming last year. Cirkul has raised $112 million, most recently with a Series C round of funding in 2022 that valued the company at $1 billion, reported Bloomberg.