Jennifer Aniston is back in ‘SmartWater 2’, but as content marketing campaigns go, it doesn�t quite hit the mark

You may remember last year�s Smart Water YouTube ad, starring Jennifer Aniston. Or you may not because, as we wrote at the time, we were unsure whether the strategy would actually meet its objectives � which was, presumably, to sell SmartWater.

Well, now there�s another Smart Water YouTube campaign, which suggests that the strategy was successful enough to at least warrant a sequel. But while SmartWater 2 is definitely funnier than the original, it still seems just that little bit too contrived.

Don�t get us wrong � Jen is fabulous and probably the only Hollywood leading lady with the right kind of charm and self-deprecating humour to come off so damn likeable. But perhaps that�s why it doesn�t quite hit the spot � because it�s clear she�s in on the joke, and people don�t expect her to take herself too seriously. After all, Ms Aniston has often proved that she�s up for a laugh, and she has a far more approachable public persona than many of her peers.

A similar ad featuring, say, Lady Gaga without her makeup, or Madonna eating carbs, or Ana Wintour wearing tracksuit pants� well, that would be something worth passing on to a friend. As it stands, while we had a good ol� LOL at the �Goodnight, Rachel� line, we�re still left feeling a little bit �Meh� about the campaign. What do you think?


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