If you’re going to cast Kim Kardashian in your first major advertising campaign, you might as well let her in on the joke. That’s exactly what UPDATE Energy Drink does in a sharp, self-aware 90-second spot from creative studio OBB Bolded, with Kardashian poking fun at everything from her work ethic to the endless speculation surrounding her public image.
Standing behind a press conference podium, Kardashian begins by addressing one of the questions she hears most often.
“They always ask, ‘Kim, how do you do so much? Kim, how do you keep going? Kim, are they really real?'”
After the camera slowly zooms toward her chest, she quickly deadpans, “Honestly, my energy is just different.”
The campaign bounces between a futuristic laboratory, a sleek art gallery and Kardashian tackling mountains of paperwork inside a museum-like display case. One of the spot’s best lines arrives near the end when she quips, “I didn’t pass the bar. I raised it,” referencing her well-publicized legal studies. Watch below:
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Rather than avoid Kardashian’s reputation, UPDATE embraces it.
The commercial leans into the celebrity’s carefully cultivated public persona, using self-deprecating humor to sell the product instead of traditional energy drink clichés centered on extreme sports or caffeine-fueled chaos.
“For me it comes down to being intentional about what I put into my body and my day,” Kardashian said. “That’s actually a big part of why UPDATE resonated with me in the first place. It helps me stay focused, balanced and present, no matter what my schedule looks like.”
Directed by Daniel Sachon, the campaign continues Kardashian’s recent streak of playful advertising work, following memorable campaigns for Skims, Beats by Dre, and NikeSKIMS.
Visually polished and culturally aware, the spot understands that Kardashian herself is the brand asset. Rather than trying to reinvent her image, UPDATE simply invites audiences to laugh with her.
Sometimes, that’s enough to energize a campaign.
CREDITS:
BRAND: UPDATE:
CREATIVE STUDIO: OBB Bolded
Director: Daniel Sachon
