Vitaminwater: advert-body-2 by Zambezi
- Location:
Vitaminwater Active launched in 2017, championed as “the sports drink for the rest of us.” With the brand’s new ‘Sorta-Fit Spokesguy’ campaign, the message stays on target for the product, of not taking itself too seriously while encouraging consumers to have fun with fitness.
The ‘Sorta-Fit Spokesguy’ is an average Joe, a non-celebrity endorser who aims to not work out too hard yet further educate consumers on the existence and benefits of the product. The ginger-haired man is shown in a gym sweating, but not pumping iron. In one spot, he describes what being the ‘Sorta-Fit Spokesguy’ means.
“It means I work out, but I don’t take my shirt off. I lift weights, but I don’t look in mirrors, or if I do, I won’t make eye contact with myself…sometimes I’ll go to the gym and if I don’t find parking, I’ll go home,” he says.
Another spot has him saying that if people follow his workout program, they can “go hard and then also go home…because that’s where you live.”
The shorts will be running on social media where people can learn and share the product with ads and Instagram stories showcasing the ‘funner side of fitness.” There will be gifs to accompany the stills and videos.
Credits
Client: Vitaminwater
Sr. Manager, Integrated Marketing: Alexander Ames
Sr. Producer, Integrated Marketing: Rebecca Smith
Agency: Zambezi
Founder, Chief Executive Officer: Jean Freeman
Executive Creative Director: Gavin Lester
Creative Director: Kevin Buth
Associate Creative Directors: Tal Wagman, Annie Johnston
Head of Content: Alex Cohn
Sr. Producer: Jordan Sider
Managing Director: Pete Brown
Group Account Director: Gordon Gray
Account Supervisor: Michael Seide
Chief Strategy Officer: Kristina Jenkins
Strategy Director: Tamsin McDonnella
Production Company: Hungry Man
Director: Hank Perlman
Director of Photography: Adam Beckman
Executive Producer: Kevin Byrne
Line Producer: Tristan Marciano
Editorial: Fin Studios
Editor: Chris Poole, Ling Ly
Assistant Editors: Dustin Mulstay
Executive Producer: Alex Cohn
Sr Producer: Jordan Sider
Audio: Fin Studios
Mixer: Mark Scearce
Color Correction: Fin Studios
Colorist: Ian Gibson
VFX: Fin Studios
VFX Artist: Ling Ly
Graphics: Micah Levin
Music Supervision: Wolf At the Door