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Pur Water Filtration has launched a new 'Voice of water' TV campaign in the US.

Owned by Procter & Gamble, the brand is taking on the bottled water segment with a $45m campaign. The campaign will feature US TV actor Zach Braff – star of Scrubs – as the voice of water.

"I'm water. I shouldn't be trapped in a bottle. I've got things to do. Trees to grow. Thirsts to quench ... " Braff says in the first TV spot.

Supporting print ads, which debut in November magazines, read: 'I don't need a cap and a label. I look better naked'.

"The bottled water backlash is hitting fever pitch," said Eric Yaverbaum, co-founder of Tappening.com, which promotes tap water. "We've had water filters for years and no one cared. But, no one was talking about whether or not bottled or tap water was safe. This is a great opportunity for them."

Pur filters are No.2 in the category. Sales grew 9.7% to $22m for year ending 7 September 2008. Fellow filter company Brita was up 8.1% to $61.4m.