The hook. A house party of kids chugging tallboys to Judas Priest's Breaking the Law. For thirty seconds it looks exactly like a beer ad someone should be reporting to a regulator. Then the reveal: don't be scared, it's just water.
Why it works. The whole spot is a bait and switch on category codes. Water ads live in wellness: mountains, marathons, mist. Liquid Death's Super Bowl LVI spot in 2022 borrowed the codes of beer and metal instead, and let your discomfort build until the tagline resolves it. That relief is the product message: this is water in the world's least healthy looking can. One viewing and you can never unsee it on a shelf. It also filters on purpose. Anyone offended by kids holding tallboys was never buying tallboy water, and the people who laughed became evangelists.
Steal this. Borrow the codes of the category your buyer wishes they were in, not the one your product technically sits in. Hold the reveal as long as the format allows, because tension is attention. And write a tagline that resolves the tension instead of repeating the product name.
Ad by Liquid Death, Super Bowl LVI, 2022. Documented on Wikipedia.