The Princess Bride Star Cary Elwes Revives His Famous Role in New Ad for Culligan Water

He's still saying 'As you wish,' but for a new love in his life

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

When the 75th Golden Globe Awards airs this Sunday, movie buffs will be treated to a wonderful blast from the past, courtesy of Culligan Water.

The brand decided to retire its 59-year-running “Hey Culligan Man” ads in favor of an ad that nods to cult-favorite film, The Princess Bride, in the best way possible—with a cameo from the film’s star Cary Elwes repeating his famous line, “As you wish.” (We know. Inconceivable!)

The film celebrates its 30th anniversary this year so Culligan and agency partner Fallon decided it would be the perfect time to run a campaign with Elwes.

“Elwes is a father now with a family of his own, so we wanted to take that line out of the movie and into his everyday life,” Rick Utzinger, creative director at Fallon, said.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in