72andSunny Wins Seventh Generation, Breaks Scathing Ad About Carefree Millennials

72andSunny just picked up the ad account of Seventh Generation, the environmentally minded cleaning, paper and personal care products company. And its first work for the new client is for Bobble, its water bottle brand—the satirical commercial below is packaged as a takedown of the too-carefree approach to drinking water out of single-use plastic bottles.

The conceit is a touch silly when distilled. The 60-second spot, from 72andSunny New York, consists mainly of twentysomethings bounding around and tossing off empty plastic bottles (all bearing the fictional label "Once") like confetti.

But the ad so perfectly nails the generically earnest YOLO themes that have plagued advertising (not to mention the broader culture) in recent years, that brilliant sight gags like back seats and swimming pools filled with garbage barely register as out of place—making them all the more entertaining.