Hold My Hydroboost: A phrase that flips the popular expression “Hold My Beer” to put Essentia’s new product name into culture in an unmissable way.

We launched our campaign with a film featuring NBA All-Star Jimmy Butler. Because there’s nothing more unmissable than Jimmy playing a game of H.O.R.S.E...on a horse.

The Tease

And before all the H.O.R.S.E.P.L.A.Y. began? We leaked this photo on the internet. Leading to memes, Space Jam analogies, and a surprisingly speechless Stephen A. Smith.

Press

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

Made with Tom McQueen, George McQueen, Rob McQueen, Nic Bauman, Ben Muckensturm, Sara Muchnick, Cherise Woo, Sean Buckhorn, and Gonzalo Navarro