We live in a world obsessed by success. Influencers on Instagram, celebrities on magazines, start-up millionaires on the news, we applaud winners. This puts pressure on us all.

Waters and sports drinks usually depict winners in their communications – adding to the noise of success.

But in truth, no-one can win all the time. We all have to fail to get where we want in life. We’re all losers sometimes and that’s OK. It's healthier if the world recognises this more openly. It’s how we react to losing that’s more important.

This insight provided us a chance to launch Aquarius (water with added minerals) with a challenging idea about ‘losing’. We all lose water and minerals everyday but some people replenish themselves.

We saw an opportunity to own ‘losing’ – not just of water/minerals – but in the more meaningful sense of the word.

'The Drink For Losers' was born.

We see a series of people who all look impressive and successful:

A male model, a fantasy warrior on a horse, a champion gamer, a rapper, a yoga expert, an astronaut and a kick boxer.

To their surprise, the VO calls each of these winners a ‘LOSER’.

The VO explains: EVERYONE IN THE WORLD IS A LOSER. EVEN HIM.

The astronaut looks in disbelief.

VO: WE ARE ALL LOSERS OF WATER AND MINERALS. BUT SOME LOSERS DO SOMETHING ABOUT IT.

We see the warrior actor being given an Aquarius. The characters drink.

VO: IF WATER IS NOT ENOUGH, REPLENISH WITH AQUARIUS – WATER, MINERALS, NATURAL FLAVOURS. AND GET BACK TO YOUR BEST.

The kickboxer starts punching again. The rapper runs on stage. The model does push-ups while a girl gasps! The warrior actor goes into battle.

Endframe.

The model rises seductively from the pool.

VO: AQUARIUS. THE DRINK FOR LOSERS.