• by Fern Siegel , June 12, 2026

It capitalizes one of soccer’s most debated in-game interruptions: the World Cup's new hydration-break rule. The creative, by We Are Social, reimagining those moments as entertainment rather than interruptions.

The new hydration break rule announced in 2025 will require three-minute hydration breaks for players in each half of games in the 2026 tournament.

While the ruling sparked pro-and-con conversations, Niagara seized an opportunity to make hydration a cool moment with Love Island USA's Jeremiah Brown.

“The Water Break Is Here” ad highlights sweaty players quenching their thirst, viewing hydration as a spectacle and Niagara water as a much-needed beverage.

Julia Buchanan, vice president, Niagara marketing, said: “As a company that has helped hydrate Americans for generations, we saw an opportunity to reframe the water break not as an interruption to the game, but as one of its most emotionally charged moments, where intensity, recovery, anticipation and humanity all collide.”

The commercial debuts June 11, the first day of World Cup play, with digital, creator partnerships and real-time social activations timed to live match water breaks throughout the tournament.

“The most magnetic moments in sports often come from tension,” said Valerie Moizel, president/CCO of Hello US, a We Are Social company. “Water breaks already had attention, we just redirected it and gave it a point of view.”

We Are Social’s creative roster includes McDonald’s, Trip Advisor, Centenario Tequila and Adidas.