Iceland Spring, Sled Dog

This ad uses a bit of a leather theme, accompanied by a spiked dog collar and fur. The $1.5 million old-fashioned sexy campaign has appeared primarily in gay media and a few hipster publications, such as Nylon, Surface, and Wallpaper.

The product was formerly called ThorSpring and has undergone a transformation to make it a premium product. The company hired former president and chief executive of Naya water (which has also marketed to gays), Stu Levitan, to oversee the metamorphosis.