What began as casual brainstorming between a couple of Ivy League football players about staying hydrated is now reaching the grandest stage in advertising.

On Sunday, over ten years of hard work will culminate for Garrett Waggoner and Andy Gay as their venture, Cirkul, debuts its 30-second commercial during the Super Bowl.

This moment is especially poignant: Cirkul launched its first product in 2018, just after Waggoner was juggling parking cars while playing football for Winnipeg in the CFL, and Gay was busy selling shoes, each hoping to secure investor support and validate their concept.

By 2022, Cirkul surpassed a $1 billion valuation after several rounds of funding. With their brand enjoying a surge from virality on TikTok and gaining traction at major retailers like Walmart, they felt it was the right time to take their shot on Super Sunday, marking a remarkable turnaround in their journey.

“Just a few years ago,” Waggoner recalls, “Andy and I were packing boxes in a warehouse. Being on the biggest stage now is quite humbling.”

They aren’t without support.

Thanks to Cirkul’s Chief Marketing Officer Steve Battista, they secured director Peter Berg, who is not only well-known for his cinematic work but also has experience with several Super Bowl commercials for the NFL.

To further engage viewers, they enlisted comedian Adam DeVine, known for “Pitch Perfect,” alongside his wife, actress Chloe Bridges, to help deliver the vision the co-founders conceived over many early morning brainstorming sessions.

“A lot of early mornings, lots of 3 a.m. and 4 a.m. brainstorming,” Gay shared. “We had plenty of ideas to incorporate, and (Battista) kept reminding us, ‘Guys, remember, it’s just 30 seconds.’”

They felt reassured, knowing they were in capable hands.

‘A Masterpiece in Action’

Berg, who directed the original “Friday Night Lights” movie and the well-loved TV adaptation, gained his commercial experience by directing two-minute Super Bowl ads for the NFL; this year, he’ll be directing a third.

However, working with Cirkul, a relatively new brand, brought a different kind of challenge: how to connect this product with an audience that might not yet be familiar with it.

“They faced a lot of pressure when trying to launch a new product with a Super Bowl commercial,” Berg noted. “You could sense their commitment to this opportunity and I aimed to guide them through the challenge of the moment.”

The stakes were high—both financially and in terms of reputation—and there was no turning back. “You’re boldly declaring something’s credible on a global stage,” he added. “People are understandably tense; there’s a noticeable pressure as everyone is on high alert.”

They were all ears to his guidance.

Waggoner previously played as a safety at Dartmouth, had a brief stint with the Detroit Lions, and went on to play two seasons for the Winnipeg Blue Bombers. Gay was a backup quarterback at Dartmouth, and both were huge admirers of Berg’s work in football on screen.

Being on set with Berg was a drop-dead moment for them.

“It was our first experience working with a director of his talent,” Gay said. “When he would suggest tweaks or ideas, you’d think, ‘Let’s see how that plays out,’ and then it would be spot on, making the entire ad come to life and maximizing our limited 30 seconds.”

Waggoner likened the experience to witnessing a football legend in action. “It was like watching one of the greatest quarterbacks ever perform. The subtleties, the adjustments — it was like poetry in motion.”

Time for a ‘Major Leap’

Berg advised that with emerging brands like Cirkul, “you have to let the essence of the brand emerge.” This has been a nearly decade-long journey for a company focused on sustainability and health while giving consumers the liberty to customize their water flavor.

Now, thanks largely to clever online marketing, Cirkul can be found in Walmart and Target and is readily available on Amazon, gaining credibility with younger consumers.

Waggoner pointed out that Cirkul’s brand recognition—measured by how many people can recall the brand when asked—is presently at just 20%. However, its extensive availability makes this an opportune moment to act.

“At this stage of our growth, it’s the right time to make a big investment,” he said. “We’re now widely distributed in places where consumers typically shop.”

The team is optimistic about Sunday’s outcome and aims to present what they believe to be a unique product alongside a spectacular advertisement.

“We’ve developed something unlike anything people have seen before,” Waggoner expressed. “We’re excited to see how the audience across America responds.”