• by Fern Siegel , August 5, 2024

Vitaminwater is returning to its New York roots in an ad campaign directed by Spike Lee.

Running through September, the 30-second anchor spot spotlights a busy, charged city. New Yorkers are dancing in the street, jumping out of taxis and pitching in bodegas. Classic images, such as the Brooklyn Bridge, are also featured.

The new work — “Vitaminwater From New York” — is the beverage’s first campaign in two years. The cross-platform push includes streaming, audio and OOH. Local film students from NYU, handpicked by Lee, also directed three of the supplemental shorts airing on Vitaminwater’s social channels.

Open X, WPP’s unit for Coca-Cola, the brand’s parent company, handled the creative.

Luke Perkins, senior director of creative strategy at Coca-Cola Co., said: “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 last ad campaign for the beverage starred musician Lil Nas X in 2022.

“Since Vitaminwater is also from New York, it’s been a lot of fun exploring how the brand injects a daily dose of vibrancy into people’s lives, much like the iconic city,” said Lee.