We wanted to launch Essentia’s new “Hydroboost” beverage in a big, social-first, can’t-miss-it kinda way.

So we flipped the popular phrase “Hold My Beer” into “Hold My Hydroboost.”

And we got NBA All-Star Jimmy Butler to say it during a game of H.O.R.S.E…on a horse.

The Tease

Before all the H.O.R.S.E.P.L.A.Y. began? We leaked this photo on the internet. Leading to theories, memes, Space Jam analogies, a 20 minute segment on Miami sports talk radio…and a surprisingly speechless Stephen A. Smith.

Press

The New Yorker | ESPN | House of Highlights | AdAge | Little Black Book | Shots

Made @ Droga5
Director: Zach Math, Caviar
ECDs: Tom McQueen, George McQueen
CDs: Rob McQueen, Nic Bauman
Creatives: Ben Muckensturm, Sara Muchnick, Brendan Dimech, Cherise Woo, Sean Buckhorn, Gonzalo Navarro