The Shining Stars on Skates

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David Letterman may hate Mazda’s “Zoom, zoom” kid, but not all of the big-network cheeses are as cruel.

Interview ing R&B/funk/soul legends Earth, Wind & Fire after their recent performance on the Today show, Katie Couric found herself gushing about a new ad for Dasani water out of New York’s Berlin Cameron & Partners.

The ad shows a young woman in tight, short shorts happily roller-skating along a beachfront path to the groove of EW&F’s 1970s megahit “Shining Star.” Three members of the band—Philip Bailey, Ralph Johnson and Verdine White—show up at the end of the spot, also in skates.

“You watch that commercial and it makes you feel good,” Couric insisted, before adding, somewhat obliquely, “It makes you want to drink that water.”

Berlin Cameron’s CEO, Ewen Cameron, couldn’t agree more. “Water is about treating yourself well,” he says.

The campaign uses classic tracks from the funk/soul bands of yesteryear, like the Commodores and the Gap Band, to make viewers “feel good,” Cameron adds.

That’s not to say the shoot for the “Roller Skate” spot was a total breeze, Cameron notes. White, the bass player for EW&F, has some trouble with his balance, so crew members had to tape his feet to his roller skates to make sure he wouldn’t fall over.

@nudd Tim Nudd is a former creative editor of Adweek.