This deceptively simple video ad had one goal: to make the target audience thirsty. vml decided to play on 18- to 24-year-olds' love of instant gratification. Using ultra hd, vml filmed Dr Pepper being poured into a tall glass filled with ice. A user had to mouse over the ad to activate the video, engaging them from the start. After watching the drink pour into the glass, the user could click on "More to explore" and go to the Dr Pepper Web site.