Earlier this month, Heineken and Publicis Italy encouraged the world to sing along to “Bohemian Rhapsody,” damn the torpedoes and pesky things like coming anywhere close to being on key.
Droga5 London’s first full campaign for Vita Coco since winning the business last April also loves bad karaoke in a very different way.
“Just Get Thirsty” is really all about a native French-speaking Celine Dion fan’s sadness over the fact that she never recorded “It’s All Coming Back to Me Now” in her native tongue, thank you Yahoo answers circa 2008.
“Akka belly be cool” indeed, sir. “All By Myself” would have been a little too predictable, no?
We thought “thirsty” meant something slightly different in Millennial parlance, but we are old.
So this is the launch of Droga London’s first work for Vita Coco, though the agency did release a spot for the company last summer. That one was very much in the “ads about ads” vein, but it was still better than whatever came of the client’s partnership with its new creative director, actress Jane Lynch.
Sure, it’s not really related to the product except in the “this is for unique people” sense. But it worked for one bro!
In the release, Droga5 London creative director and W+K veteran David Kolbusz said, “Energy drink brands have cornered the market on after-sport rehydration but we felt there was a wealth of opportunity in exploring the other ways people work up a sweat. In this case, through a passionate rendition of a karaoke standard delivered by a Frenchman with only a loose grasp of the English language.”
The client’s VP of marketing elaborates further: “We don’t claim to be a life changer and working up a sweat doesn’t always have to be that serious either. That’s how we look at life here at Vita Coco as well: don’t take things too serious, especially being thirsty.”
We don’t know if this next one was by Droga…Too painfully obvious.
Oh ha ha, we get it too.