Fluffy Liquid Loveliness

Another current advertising campaign has me scratching my head.

A fit and healthy looking young man says that he has accepted a challenge to drink a litre and a half of a particular brand of mineral water every day for a month. Bits of video are shown of him drinking water. Then he says his month is up and he feels much fitter and healthier than before. 

Cut to a picture of a mountain where the water is apparently filtered through the layers of rock so that when you drink it, it produces "Deep Volcanic Hydration".

Sorry guys. "Deep Volcanic Hydration" is about as meaningful a phrase as "Fluffy Liquid Loveliness". Drinking water is certainly good for you but drinking tap water, which is free, is just as efficacious as drinking expensive bottled mineral water - well it is in this country anyway. I wonder, though, just how many people buy into this pseudo-scientific stuff. By all means sell bottled water on the merits of its taste (personally I don't think it tastes any different to tap water but I'm happy to concede that this is a matter of opinion) but implying that the man in the advert feels better because he has drunk this brand of expensive water seems to me to be a bit of a reach.