• by Teresa Buyikian , 7 hours ago

Liquid I.V.’s first major motion picture collaboration asserts that everyday heroes can come in many forms, not just in a superhero costume.

The powdered electrolyte drink brand has teamed up with the upcoming Sony Pictures’ “Spider-Man: Brand New Day,” as the film’s official functional hydration partner.

A supporting campaign ahead of the film’s release July 31 stars the film’s Jacob Batalon, reprising his role as character Ned Leeds, as he seeks relief from a brutally hot New York City afternoon. As he strolls around the city, Spider-Man follows close behind, saving Batalon from various perils, like masked robbers and falling tools from thescaffolding above.

As Batalon enters a bodega, commenting , he is completely oblivious to Spider Man’s life-saving efforts. “Ready to pay?” asks the cashier. “I’m ready for a brand new day,” Batalon responds as he pounds a bottle of water with Liquid I.V.

“With ‘Spider-Man: Brand New Day,’ we saw an opportunity to connect with one of the most iconic heroes of all time in a way that feels both culturally relevant and deeply human,” said Aaron Jones, chief media officer for Liquid I.V., in a release. “At its core, Spider-Man is about rising to meet the moment, and that’s exactly what our brand stands for.”

The spot also promotes two limited-edition Liquid I.V. x Spider-Man: Brand New Day co-branded products: Hydration Multiplier Arctic Raspberry and Hydration Multiplier Sugar-Free Raspberry Lemonade. Now sold nationwide, both are available in Spider-Man-inspired red and blue packaging.

The spot, seen here, was created with Liquid I.V. agency Blue Raven and directed by Alen Petkovic, and is currently running across broadcast, digital and social. The brand also teased that more info to come about a co-branded “epic fan experience.”