Hasta La Creative! Komal Bedi Sohal Copywriters Archives

Apr 09

Japanese Vitamin Water Spot Is So Much More New York Than You

Posted in: Uncategorized

Vitamin Water is obviously a CP&B client, but we have very little info for this slightly insane Japanese spot other than the fact that one Himanshu Kumar, aka “Heems” of Dat Racist, wrote the music and that DIESEL artistic director Nicola Formichetti may have provided something resembling creative.

Heems tweeted it out to the world yesterday before proclaiming himself the new, less recognizable Bill Murray. Not sure we agree…

Google translate isn’t helping much, but we’ll go with it anyway: how often do you see an ad repping the theater/restaurant you kept telling everyone you wanted to check out last year if only it weren’t a 65-minute subway ride away? We did glean this nugget from the translator:

“The flavor deployment bright colors, you can enjoy to choose what you like to suit lifestyle and mood, the condition of their own throughout the day.”

Accurate.

The key question: is this submission stranger than the 2012 CP&B spot after the jump?

continued…

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Aug 06

In CollegeHumor’s Panhandling Stunt, the Joke’s on Vitamin Water

Posted in: Uncategorized

Not sure what the endgame for this Vitamin Water subway "prank" was, since it's basically a comedy video onto which the brand rivet-gunned its "Make Boring Brilliant" tagline. Still, two things immediately caught my eye. First, all the regular commuters gritting their teeth when they hear “may I have your attention please,” because homelessness on public transit is something of a medicine show these days. Second, the subway bragger's shtick went on way too long, and his audience figured out what he was doing well before he finished up and left them alone. Hard to call this a prank, really—it's more of a stunt. Plus, maybe a sugar-water brand's energy would be better spent actually helping the homeless than making fun of them.