Arnold Gets Critical for PUR Water

By Patrick Coffee 

PUR Water, provider of filtration systems and the like, has been looking for a new face. After being acquired by P&G in 2012 (marketing by subsidiary Kaz), PUR wanted to redefine its brand.

Creative on the account had been handled by TBWA\Chiat\Day, but the incumbent agency did not participate in the subsequent review, which ended with a win for Arnold Worldwide last December.

This week, Arnold’s ads for the new client launched, marking both the company’s first new campaign since 2008 and the first use of a TV spokesperson for a water filtration brand (store that one somewhere for trivia night).

Here, then, is Arthur Tweedie, water critic:

More spots below.

Tweedie does have a few more followers now, and one of them apparently pulled an (Anthony) Weiner on him in this spot:

Finally, the actor (who you may know as John Ennis of Mr. Show with Bob and David) gives us a sort of reintroduction to the character, who will use his critical facilities to tell us why PUR products are superior to those of, say, Brita.

Statements on the campaign from Brian Carboni, Marketing Director at Kaz Inc.:

“This new campaign is a bold statement for PUR. We wanted to showcase creative that proudly highlights our position as the category leader in the removal of contaminants from drinking water (twice as much as the leading competitor). We think using humor will grab people’s attention and educate them about the benefits of our superior water filtration in a fun and light-hearted way.”

From Craig Miller, Group Creative Director for Arnold Worldwide:

“Arthur is a bit of an antihero or anti-spokesman as he doesn’t work for PUR.  He’s just a kind of kooky guy who’s obsessed with clean water and thus loves PUR’s superior filters.”


Executive Creative Director: Wade Devers and Pete Johnson

Group Creative Director: Craig Miller

ACD/Copywriter: Quinn Katherman

ACD/Art Director: Doug Harry

Head of Production/Producer: Bill Goodell

Assistant Producer: Rebecca Teitelbaum and David Entin

Business Affairs: Anne Joynt and Lisa Mercier

Planner: Karin Wood

Marketing Producers: Mark Fabbro, Courtney Nunley, Megan Albiani,  Simran Sudan, Matt Eonta and Erin Fucigna


Production Company: Moxie Pictures

Production Company Executive Producer: Karol Zeno

Production Company Line Producer: Heidi Soltesz

Cinematographer: Alar Kivilo

Director: Martin Granger

Editorial Company: Accomplice

Editor: Collin Cameron

Colorist: Tom Poole at Company 3 NY

Sound Mix: Soundtrack, Boston

Audio Engineer: Mike Secher