Ejae has traded in “Golden” for a Phil Collins song and a packet of Liquid I.V.
The KPop Demon Hunters star features in a teaser spot for the hydration brand’s first Super Bowl ad, released today.
In the 15-second spot, the artist looks into a bathroom mirror before the scene cuts to a piano and a voiceover of her singing Phil Collins’ 1984 hit “Against All Odds.” Her voice sounds far away and echoey until she takes a sip from a glass of water with a straw and walks up to a standing mic to begin her performance.
The ad teases Liquid I.V.’s first-ever Super Bowl ad, a 30-second spot set to run during the first half of the game on Sunday, Feb. 8. The commercial is set to deliver a “wake-up call” to players, coaches, and fans about the importance of staying hydrated, according to the brand.
While Ejae, who is the singing voice of Rumi in the hit Netflix animated film, will not appear in Liquid I.V.’s full Super Bowl ad, viewers can follow Liquid I.V. on Instagram and TikTok to watch an extended cut of the teaser and hear Ejae sing the full song.
“For our first Super Bowl campaign ever, we really wanted to approach this the way that Hollywood would launch a blockbuster film,” said Stacey Andrade-Wells, CMO at Liquid I.V. “Usually the first step in that is an amazing soundtrack. And so we identified Ejae as an amazing partner. Her work on KPop Demon Hunters dominated the culture conversation and, frankly, still is.”
In an interview with ADWEEK, Ejae said that partnering with Liquid I.V. made sense because as a singer and now a global celebrity doing interviews on the red carpet, staying hydrated is vital.
“Hydration is absolutely key in singing all these high notes,” she said. “So when they reached out, it just made so much sense. I was excited, because I use Liquid I.V. all the time. Water is great, but to have hydration last longer, I use Liquid I.V.”
She added that singing in a bathroom was ideal because it “has the best acoustics.”
“Where’s the best place to sing? It’s the bathroom,” she said. “I felt like such a great singer in the bathroom. And having a piano in the bathroom was amazing. I live in New York, so that never happens. The bathrooms are teeny-tiny.”