By Barry Janoff
March 9, 2016: Brita plans to make a splash with the first national campaign starring its recently signed spokesman, reigning NBA MVP Stephen Curry.
Curry, who inked a three-year deal in December to endorse Brita's water filtration products and the "benefits of water in general," will be at the center of a project, "Splash Studio."
The campaign will direct people to create an original commercial intended "to make water a star (showing that) the beverage that can go toe-to-toe with the best that beer or soda can offer."
According to Brita, "The maker of the winning spot will receive $25,000 and the chance to recreate the advertisement with a cameo from Curry himself."
The top spot will air on TV at the start of the 2016-2017 NBA season. (Details here.)
"One of the things that makes Stephen Curry so inspiring is his absolute commitment to being at his best, both on and off the court, which is supported by his choice of water," Ed Huber, general manager for the Brita brand, said in a statement. "Through this effort, we are giving people a platform to join Stephen by using their talents to encourage others to make healthy lifestyle choices."
A supporting teaser spot shows Curry getting drenched by young fans with glasses of cold water.
According to Curry, "This is important to me. Water is my drink of choice because I know it is an essential part of a healthy lifestyle. Partnering with Brita and a campaign like this is one way I can personally help educate families about the benefits of water. I want to encourage people to have fun while they think of ways to inspire America to drink up."
Curry, who helped lead the Golden State Warriors to the 2014-15 NBA title, earns about $10 million in annual endorsements, according to industry analysts.
Earlier this week, he signed a deal with JP Morgan to be a spokesman for the Chase Masters program (alongside Serena Williams).
Among his other alliances are Under Armour (where he has the brand's first line of signature hoops shoes), EA Sports, Express clothing, JBL, Degree Men, Muscle Milk, Playstation, NBA 2K16, sports-equipment company Zamst and Fanatics Authentic memorabilia.
Over the past year or so he has also appeared in marketing for State Farm, Foot Locker, East Bay, MoGo mouth guards, the NBA on ESPN, NBA on TNT, several spots for ESPN's This is SportsCenter and regionally for the Warriors. In addition, he appeared on a limited-edition box of Wheaties.
Brita said that the Splash Studio initiative with Curry is just one part of its "ongoing efforts to get people to choose water."
The contest is scheduled to run now through May 31. Four finalists will be unveiled on July 1, at which point the voting will be open to the public. The final winner is scheduled to be revealed on Aug. 30.
Curry and Warriors teammate Klay Thompson are known as the Splash Brothers for their proficiency to make big shots from long-distance during games. He has set an NBA record this year with 300 (and counting) successful three-point field goals, breaking his own mark of 286 set last season.
“I like that Brita makes tap water taste good, so you don’t need to spend money or waste plastic with bottled water," said Curry.
Brita water-filtration products are marketed in the Americas by The Clorox Company.
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