PUR water filters needed to communicate their superior water filtration technology, information which is well, a bit dry (pardon the pun). So we created Arthur Tweedie, water critic, a self-appointed genius and water filtration connoisseur, who of course prefer's PUR filters' superior technology, and wants everyone to know about it. His story took place across multiple online videos and TV spots, ostensibly taken from Arthur’s self-made “Water V-log”, and together created a look inside Arthur’s world that became more like a great sitcom than an ad. Thus viewers stayed engaged and laughing as we released it all online in a slow drip (sorry, another pun), always hammering home Arthur’s "world-famous" catchphrase....No PUR filter? NO STARS!!!