Vitaminwater "Lambert"

It ought to be an Olympic event in its own right: promoting a brand’s official-sponsor status in a way that doesn’t sound pompous. The Canadian campaign for Vitaminwater, via Cleveland-based agency Brokaw, merits a medal for avoiding the humorlessness that often seems to envelop anything connected to the Games. Yes, there’s something a bit cutesy about the bit of copy (beneath the Olympic rings) identifying Vitaminwater as “proud sponsor and bff.” (The whole “bff” routine has lost whatever charm it may have had when it was novel, which it no longer is.)