Adam Devine's AI Mishap Causes Cirkul Super Bowl Giveaway

Hydration brand Cirkul, known for its patented flavour cartridges for reusable water bottles is making its Super Bowl debut.

The ad, 'You Got Cirkul', was written by Cirkul’s co-founders, and former college football teammates, Garrett Waggoner (CEO) and Andy Gay (president), and was directed by Peter Berg.

The ad follows actor and fan-of-the-brand, Adam Devine, who is on a panicked quest to find his wife a Cirkul water bottle. While frantically searching high and low across the town, he unknowingly places an order for 100,000 bottles through his phone’s AI.

But that’s not all. In a surprise ending, Adam asks viewers if they have Cirkul, at which point the brand’s field team springs into action. Making the on-screen mistake a reality, Cirkul will be fulfilling the accidental AI order and will deliver 100,000 orders of limited edition Cirkul starter kits to random doorsteps across America as the Big Game unfolds.

"We've been purposely quiet the past few years at Cirkul as we focused on building up production and meeting growing demand for our customers,” said Cirkul CEO and co-founder, Garrett Waggoner. “Now a rapidly growing and profitable company with our own US-based manufacturing, we’re ready to introduce a bigger audience to Cirkul and take the brand to the next level, and our first Super Bowl ad is the perfect way to kick that off."

Adam Devine started to build anticipation earlier in the week, sharing with fans a hilarious jingle for Cirkul on his Instagram, titled ‘Yum Yum!’.

"We actually wrote the spot with Adam Devine in mind as big fans of his, only to find out he was already a fan of the brand himself,” said Garrett. “We were thrilled to team up with Adam to star in the ad, as well as renowned director Peter Berg, to help bring our vision to life and couldn’t be more pleased with how it came together."