Words: Will Stroude
It was unlikely moment of 'can-do' spirit that stunned viewers around the world, and now, in a stroke of marketing genius, Fyre Festival's infamous Andy King is the new face of Evian water.
King, who was part of the team who organised the doomed luxury festival in 2017, became a viral sensation last year when he revealed the lengths he was prepared to go to to save the festival in Netflix documentary Fyre: The Greatest Party that Never Happened.
When a shipment of Evian water was being held by customs officials in The Bahamas, an unfazed Andy agreed that he would "take one for the team" and offer to perform oral sex on a customs official in order to have the bottles released.
"I literally drove home, took a shower, drank some mouthwash, and got in my car to drive across the island to take one to the team," King revealed during the film. "I got to his office fully prepared to suck his d**k.
"I was going to do that, honestly, to save the festival."
As it transpired, King didn't need to offer his, erm, services in exchange for a hefty load of Evian, but that hasn't stopped the water brand enlisting him for its latest campaign, which carries the strapline: "So good, you'd do anything for it."
Speaking to PEOPLE, King said: "One year ago, I shared with the world my willingness to ‘take one for the team’ to bring Evian to thirsty festival-goers… and unexpectedly became an internet sensation overnight."
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Who’s thirsty!? 💦 On the one year anniversary of my doc debut, @evianwater is releasing a special bottle with a new slogan… all in honor of my infamous team spirit 😂😂 Follow me & tag a friend in a comment below before tomorrow (Sat 11:59PM ET) for a chance to win one of these 10 custom bottles 💦 #evianpartner . . . . . NO PURCHASE NECESSARY, for a chance to win just tag a friend. Winners will be selected randomly and will be contacted via Instagram direct message on 1/22/2020. (Open to U.S. residents only, 18 years old or more at the time of the event.)
"On the first anniversary, Evian is dropping a special bottle with an all-new slogan in honor of my infamous team spirit.
"As a long-time Evian fan — of both the water itself and the brand’s sustainable practices — I could not be more thrilled!" he added.
Andy, you were already an icon - but today you became a legend.