vitaminwater has enlisted Lil Nas to star in its newest ad campaign, titled “Nourish Every You”, which aims to inspire consumers to embrace their most authentic selves and nourish all their “yous”.
The multi-award-winning rapper/singer/songwriter stars in six spots for the brand, each featuring a unique vitaminwater flavor – focus, shine, energy, xxx zero, gutsy and ice – and his unreleased track “Give Me One Chance”.
In the video dedicated to energy, the global superstar is shown drinking vitaminwater and dancing. “Nourish every doing too much,” “nourish over it,” “nourish every vibing”, “nourish every you” onscreen lines read throughout the 15-second ad.
The campaign pairs thus vitaminwater flavors with specific needs in a fun, cheeky way and encourages people to take care of themselves and their own feelings.
“Lil Nas X’s authentic personality and the many ‘yous’ he shares with the world make him the perfect partner,” said in a press release Jeff Fitch, group director, Active Hydration, Coca-Cola North America Operating Unit.