Hidden camera stunt for tap water shows consumers being sold fresh air

Yarra Valley Water’s Choose Tap program, which promotes drinking tap water instead of bottled water, has launched a video mocking the bottled water industry.

The “Dupè” video, created in partnership with Ogilvy, attempts to show how strange it is to purchase bottled water when high quality tap water is available in Melbourne, where the video was shot.

The footage is shot in a fictional Dupè pop up store which is attempting to sell consumers products such as ‘warm feelings’, ‘fresh air’, and ‘vintage compliments from nanna’ with a ridiculous price tag attached.

The video is being shared across YouTube and social media and is being screened at all Melbourne Heart Football team home games during halftime.

The video campaign is supported by a website in which you can attempt to buy ‘good moods’. The site will then tell you:

Screen Shot 2013-10-25 at 4.05.42 PM

Filming took place in Melbourne Central shopping centre.

Miranda Ward


  1. Anne
    28 Oct 13
    10:27 am

  2. Love it!

  3. Bem
    28 Oct 13
    12:31 pm

  4. I think this completely misses the point. Buying bottled water is often more about the convenience of having a drink in your hand rather than having to search for drink fountains or taps. The ad would have been more effective if it launched along side an app to show people locations of fountains.

  5. Alex
    28 Oct 13
    12:57 pm

  6. They actually do have an app that does just that. Search for Choose Tap and you’ll find it.

    I love hidden camera ads.

  7. Anne
    28 Oct 13
    1:07 pm

  8. Yes – I have the app on my phone it is very handy.

  9. Dan
    28 Oct 13
    1:36 pm

  10. Or you could just fill a bottle from the tap and carry it with you..

  11. TimN
    28 Oct 13
    2:05 pm

  12. From ‘attention to detail’ department – it’s Dupé not Dupè.

  13. Archie Leech
    28 Oct 13
    2:16 pm

  14. Why was it called ‘Hidden camera’ when clearly it wasn’t.
    Multi camera angles, camera pans, close up’s etc etc.
    I dare say all the punters were paid talent also.
    Big fail on this one boys.

  15. Renée
    28 Oct 13
    2:16 pm

  16. Great ad, congrats to Yarra Water and Ogilvy, I haven’t seen something that funny and well done for ages.

  17. warwick
    28 Oct 13
    3:51 pm

  18. Yeah right…bottled water is an ‘enemy of the state’. What about soft drinks or beer or coffee…why are people being mocked for and discouraged from buying bottled water? It’s the best beverage for you health wise? People choose bottled water because it tastes better than tap water, is more convenient and they prefer that over other packaged beverages. Good on them for that choice…and face why should we be mocked for choosing water over more unhealthy beverages? Where are the campaigns against those beverages?

  19. AHS
    29 Oct 13
    2:03 pm

  20. Good point Warwick completely agree. This message works on a simple message but when you take a step back and think about the reality of why people buy bottled water it is generally when they are out and about and would rather the convenience and peace of mind of buying a sealed bottle of water than using a water fountain on a footpath which someone may well have easily used as a toilet after a drunken night out the night before, or worse a tap in a public toilet! If bottled water is phased out in favour of encouraging people to use tap water when they’re out then they will revert back to the convenient options which will still exist, sugary juices and soft drinks.

    Also as Archie mentions above, the “hidden camera” nature of the video and some of the “customers’ ” reactions aren’t overly convincing as an example of “fly on the wall”

  21. Dave
    3 Nov 13
    9:26 am

  22. I have direct knowledge of the video and the only paid talent was the store attendant. It was done in a Melbourne cbd shopping centre with whoever walked in off the street.