Hafthor Bjornsson Heavy Bubbles

The fitness industry is known for some bad – BAD – April Fools’ Day pranks, but we’ve finally seen one that gets our laugh (and click). Strongman competitor, actor, and Icelandic good guy Hafthor Bjornsson today announced a new line of strength-themed drinking water: Heavy Bubbles.

Check out the full promo video below, and remember: “If you can’t carry, you can’t drink, you die.” Wise words from a very tall, very strong man.

HeavyBubbles™ TV CommercialThor Björnsson aka the Mountain from Game of Thrones, as you’ve never seen him before. Watch this movie!!!

Posted by HeavyBubbles on Thursday, March 31, 2016

Yes, it’s probably a viral campaign for some other product, and the curtain will be pulled back sometime soon. But for now, let’s just revel in the simple originality of Thor’s Heavy Bubbles, coming to a gym/store/weight rack near you.

The campaign even goes deep into the “science” between the Heavy Bubbles bubbles, which “inhibit neuro-transmitters from sending pain signals to your brain, allowing you to push your body harder.”

I’m excited to present my new revolutionary product Heavy Bubbles. Check it out! @heavybubbles

A photo posted by Hafþór Júlíus Björnsson (@thorbjornsson) on

Need to get a pump on without equipment? Heavy Bubbles has you covered, with bottles that come in 2, 5, and 10 kilograms each.

We’ll update this page with pricing info on the world’s strongest water ASAP.

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BarBend's Co-Founder and Editorial Director, David is a veteran of the health & fitness industry, with nearly a decade of experience building and running editorial teams in the space. He also serves as a color commentator for both National and International weightlifting competitions, many through USA Weightlifting. David graduated from Harvard University and served for several years as Editorial Director/Chief Content Officer of Greatist.com. In addition to his work in the health & fitness industry, David has been a writer for Fortune and Fortune.com, as well as a contributor to Forbes.com, Slate, and numerous other outlets across the web and in print. He's especially passionate about the intersection of strength sports and quality, professional media coverage — overlapping interests shared by the BarBend editorial team and which drive their content strategy each and every day. David is a proud Kentucky native. In his free time, David is a voiceover actor and can be heard in animated films, independent shorts, music videos, commercials, and podcasts.