By now, Michael Bublé might be more famous for his promotion of sparkling water brand Bubly than his smooth crooning. The singer continues his spokesperson run with the latest campaign for Bubly Drops, SodaStream’s new product line with Bubly, in Canada.
Leveraging Bublé, who is Canadian, SodaStream worked with the creative team at Edelman and arranged for him to casually “drop” (because Bubly Drops) into unsuspecting Zoom calls happening across his home country. A video shows Bublé crashing calls ranging from a birthday party and a local municipality meeting to a fitness and cooking classes, essentially hijacking the calls with superb comedic timing to shamelessly promote Bubly Drops.
Bublé even commandeered an ET Canada interview between his friend and fellow Canadian singer-songwriter Jann Arden and host Cheryl Hickey. The whole time, he insists on pronouncing Bubly as Bublé, as he did in his recent commercial for the caffeinated Bubly Bounce.
For the campaign, Edelman was tasked with refurbishing a traditional media event for the pandemic era and decided to take a humorous spin on the Zoom call format. The campaign also demonstrates how easy it is to “drop in” Bubly flavors to the SodaStream. The spot will appear across digital channels and will be supported by social, earned media and influencer efforts.