Vitaminwater returns to its New York roots in Spike Lee-directed ads

Dive Brief:

Vitaminwater is getting back to its New York City roots for the beverage brand’s first ad campaign in two years, per details shared with Marketing Dive.
“Vitaminwater from New York” features commercials directed by filmmaker Spike Lee, a New York icon, and is running in the U.S. through September. An anthem spot places Vitaminwater in city fixtures like bodegas, late-night food trucks and the Brooklyn Bridge while capturing the restless spirit of Big Apple residents.
Lee also selected three up-and-coming film students from New York University to direct experimental and narrative-driven shorts for the campaign. The local angle, supported by streaming, audio and out-of-home ads catered to New Yorkers, marks a pivot from past Vitaminwater marketing.

Dive Insight:

Vitaminwater wants to establish a stronger connection to its New York City origins, representing a more localized marketing angle for the brand under Coca-Cola’s Glacéau subsidiary. To capture an authentic New Yorker energy, the company enlisted the help of Lee, a local fixture whose films are frequently set around the five boroughs. Lee is also well-known for his advertising output, including well-known commercials for Nike’s Air Jordan brand.

“Not many people know that vitaminwater was born in New York; created because New Yorkers wanted more flavor and function for their lives. That’s what makes vitaminwater what it is today — colorful, flavorful, anything but boring,” said Luke Perkins, senior director of creative strategy at The Coca-Cola Company, in a statement. “We’re excited to take the brand back to its roots to celebrate the diversity, vibrancy, flavor and attitude of New York, in a way anyone living anywhere will emotionally relate to.”

The lead spot for “Vitaminwater from New York” takes viewers to city staples like a bodega and the Brooklyn Bridge, with colorful commentary provided by residents. One character is stressed about needing to be at work in two hours after a late night out, highlighting the “city that never sleeps” lifestyle, while another — a slick business executive-type — speaks to the importance of knowing when to take a yellow cab versus walking. Each scenario is depicted in 15- and six-second cutdowns titled “Bodega,” “Work Hard Play Hard,” “Walk Up” and “Brooklyn Bridge.”

Lee hand-selected a trio of up-and-coming directors from NYU, where he is an alumnus and professor, to provide supplemental content for the push. Joshua Reed directed “Energy of New York,” which tracks a young New Yorker exploring the city with a camcorder; Kaitlyn Busbee directed “Color of New York,” a hybrid of narrative and documentary filmmaking celebrating the city’s art scene; and Joecar Hanna directed “Taste of New York,” which follows an immigrant family of aspiring entrepreneurs. Vitaminwater will share their videos in long-form, 30- and 15-second versions on its social channels.

WPP’s bespoke unit for Coke, Open X, handled the effort. Glacéau, which also does business as Energy Brands, is based out of Queens and additionally owns the Smartwater and Fruitwater lines of beverages.

“Vitaminwater from New York” stands in contrast to the brand’s last major ad campaign, a 2022 effort starring pop musician Lil Nas X. The celebrity led “Nourish Every You,” made with Wieden + Kennedy, centered heavily on Lil Nas X’s persona, with ads taking inspiration from his over-the-top music videos and outfit choices.