Launching today, 'O celeb' will be broadcast on E4 and music channels Box, Kerrang!, Magic, Heat, Smash, Kiss, 4Music. It will also be on Channel 4, ITV 2, Film4, and More4 over the next six weeks.
It follows the launch of the brand's summer campaign earlier this year, which featured a series of "refreshingly" honest outdoor ads which said, for example, "You're thirsty. We've got sales targets."
The 20-second ad shows a still image of a bottle of summer fruit Oasis. A voiceover says, "Oh this? It's just a bottle of Oasis. Would you be more likely to buy it if we showed you your favourite celeb drinking it? No? Good."
The TV ad was produced by The Corner: the creative director was Tom Ewart and the copywriter was Robert Amstell. It was directed by Robert Wallace from New Zealand-based animation studio Parallel Teeth, which created the illustrations.
The creative has already appeared as out-of-home six-sheet posters and animated digital ads, with short videos and social content.