"Take a Look"

9 February 2026

30s

Pee-kaboo!

Liquid IV's Super Bowl ad uses toilet humour in a bid to save lives... or, um, help people stay hydrated, at least. Scored by a cover of Phil Collins's 'Against All Odds (Take a Look at Me Now)', the ad features toilets that care a lot about what goes into them. Whether they're pristine, portable, high-tech, or covered in graffiti, they're all in a flap about dark yellow urine.

Seats open and close in a feat of practical silliness by director Martin de Thurah and his potty-trained crew. Shout-out to the seven urinals that give it their all and turn the gents into a janitor's nightmare. Once the chorus of cans dies down, viewers are encouraged not to underestimate the importance of pee—if it looks like cursed apple juice, maybe open a sachet of the brand's patented formula, pronto.

USA

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