This catchy commercial tune will be trapped between your ears all weekend. Direct from San Francisco-based production company Portal A, a new Brita water filter 2-minute and 39-second video-ad stars "social media sensation" King Bach singing about how he wishes Golden State Warriors player Steph Curry was his roommate.
The ad is described as "branded entertainment" by Portal A Managing Partner Zach Blume, which basically means that it's a commercial that you'd watch even if it wasn't trying to get you to buy water filters. "Branded entertainment" is now a thing and you should just accept that this is the way the world works now.
The video was launched yesterday on King Bach's social media accounts, so you really don't have to watch this branded entertainment unless you follow King Bach. (Do you follow King Bach? Should we? Tell us in the comments.)