EJAE is stepping onto the biggest advertising stage of the year, bringing a classic power ballad to a fresh, modern Super Bowl spotlight. Hydration brand Liquid I.V. has tapped the singer-songwriter and star of KPop Demon Hunters — the singing voice of HUNTR/X’s Rumi — to headline its Super Bowl advertising rollout with a moody, stripped-down cover of Phil Collins’ “Against All Odds (Take a Look at Me Now),” a former Billboard Hot 100 No. 1 hit. The performance anchors the brand’s “Tiny Vanity Concert” teaser, a 15-second Super Bowl ad preview shared on social media ahead of its full Big Game debut.
In the teaser, EJAE trades the stadium for a luxe, intimate set: a gleaming white grand piano, a double bathroom vanity and a golden microphone. From there, she pours her vocals into “Against All Odds,” a song she calls both “legendary” and “timeless.” She admits she was nervous taking on such an iconic track — famously covered by artists like Mariah Carey — but approached it on her own terms. Rather than studying Phil Collins’ original, she focused on making the key fit her range and channeling the same grit and emotional intensity into what she calls her “own EJAE version” of the 1984 classic.
Although the song was written as a heartbreak ballad, EJAE leans into a broader, more inspirational reading that fits perfectly with the aspirational tone so many Super Bowl commercials aim for. Fresh off a Golden Globe win for co-writing the Hot 100 hit “Golden” from KPop Demon Hunters, she says “Against All Odds” now feels like a story about perseverance — pushing through rejection, training since age 11, and refusing to give up on big dreams. That same sense of yearning runs through her Liquid I.V. performance, turning a bathroom “tiny concert” into an emotional centerpiece for one of this year’s more musically driven Super Bowl ads.
EJAE’s rising awards-season profile adds extra intrigue to the spot. With Oscar nominations on the horizon and “Golden” widely predicted to land a best original song nod, she sees any recognition as a win for representation, especially for Asian women in an industry where she’s often felt alone. She’s candid about fighting imposter syndrome and stereotypes that paint Asian women as “subservient, quiet, passive,” and says she wants her success — including landing a coveted role in Super Bowl advertising — to help “break that a little bit more” for the next generation. That resonance makes the Liquid I.V. campaign more than just another celebrity-fronted Big Game commercial; it’s also a showcase of how brands are increasingly weaving inclusion and identity into their Super Bowl marketing narratives.
This year’s Big Game kicks off Feb. 8 at Levi’s Stadium in Santa Clara, Calif., and Liquid I.V.’s EJAE-led spot will join a crowded field of high-profile Super Bowl ads competing for attention and cultural impact. For fans tracking every teaser and reveal, you can watch EJAE’s full “Against All Odds” cover now on Liquid I.V.’s Instagram and TikTok, then compare it with other 2026 Super Bowl commercials once the final lineup is complete. And if you want to see how this musical moment stacks up against classic campaigns from past years, explore the site’s extensive Super Bowl advertising archive to trace how brands have long used music, emotion and star power to win the Big Game off the field.
Liquid I.V. is stepping onto the Super Bowl stage for the first time with a cinematic debut that puts hydration in the middle of the year’s biggest advertising spectacle. The brand will air its first-ever Big Game film during the Super Bowl broadcast on Sunday, Feb. 8, staking a claim alongside the most-watched and most-discussed Super Bowl commercials. While plot details are still under wraps, the spot is built around LIV HYDRASCIENCE™, Liquid I.V.’s proprietary formula designed to deliver electrolytes, essential vitamins, and optimized hydration to help people stay ahead of dehydration and perform at their best.
For fans who track the evolution of Super Bowl ads, Liquid I.V.’s debut marks a broader shift: functional wellness brands are no longer content to stay on the sidelines. By pairing cinematic storytelling with science-backed credibility, the company is challenging the idea that dehydration is something to simply power through. Instead, it highlights how small, everyday choices—like better hydration—can have an outsized impact on performance and well-being. EJAE’s Tiny Vanity Concert is only the beginning; Liquid I.V. plans to keep the conversation going well after the final whistle with ongoing education, celebration, and, of course, hydration. Viewers can follow Liquid I.V. on Instagram and TikTok to catch EJAE’s extended performance and every reveal leading up to the Big Game.
