AgenciesVitaminwater’s ‘Sorta-Fit Spokesguy’ Is Representing Those of Us Who Begrudgingly Work OutTargeting those who exercise out of necessity—and convenienceBy Erik Oster |May 1, 2018Vitaminwater active's "sorta-fit sportsguy" is a relatable gym character for "the rest of us."vitaminwaterShareBy Erik Oster |May 1, 2018ShareFor the national launch of vitaminwater active, which was released regionally last year, the Coca-Cola brand wanted to let audiences know the sports drink is not just for fitness fanatics. The brand turned to Los Angeles independent agency Zambezi for a personification of its positioning as “a sports drink for the rest of us.”Zambezi’s campaign centers around a 30-second spot starring a “sorta-fit spokesguy” working out at the gym but, you know, not taking it too seriously.So what does “sorta-fit” mean?Well, he works out, but you won’t find him taking his shirt off anytime soon. And while he may lift weights, he doesn’t check himself out in the mirror while doing so.The spot’s most relatable line may be its kicker, in which he admits he just skips the gym altogether when it’s tough to find a parking spot.“Our sorta-fit guy shows people they can exercise at a pace that works for them without taking themselves or their workouts too seriously,” Zambezi associate creative director, copywriter Tal Wagman said in a statement. “Vitaminwater active is the sports drink for the rest of us. Or said another way, it’s for anyone who wants to comfortably dip his or her toe into the fitness pool. And of course, the pool is filled with vitaminwater active.”In addition to the spot, which is the first of a series with more to follow later in the year, the campaign also includes point-of-sale elements, OOH ads around gyms, parks, hiking and running paths in major cities and experiential marketing targeting gym-goers in high-traffic fitness locations.“The sports drink category has traditionally focused on athletes at the top of their game, those we’re ‘supposed’ to aspire to be,” The Coca-Cola Company senior IMC manager Alex Ames said in a statement. “Vitaminwater active is the sports drink for those of us working to improve our fitness level without taking it to a level of obsession.”CREDITS Client: vitaminwater Sr. Manager, Integrated Marketing: Alexander Ames Sr. Producer, Integrated Marketing: Rebecca SmithAgency: Zambezi Founder, Chief Executive Officer: Jean Freeman Chief Creative Officer: Gavin Lester Creative Director: Kevin Buth Associate Creative Directors: Tal Wagman, Annie Johnston Associate Creative Directors: DJ Bowser, Cody Witt, Ryan Montanti Head of Content: Alex Cohn Sr. Producer: Jordan Sider Executive Director of Technology: Justice Erolin Sr. Digital Producer: Sean Carnage Managing Director: Pete Brown Group Account Director: Gordon Gray Account Supervisor: Michael Seide Chief Strategy Officer: Kristina Jenkins Strategy Director: Tamsin McDonnellProduction Company: Hungry Man Director: Hank Perlman Director of Photography: Adam Beckman Executive Producer: Kevin Byrne Line Producer: Tristan MarcianoEditorial: Fin Studios Editor: Chris Poole, Ling Ly Assistant Editors: Dustin Mulstay Executive Producer: Alex Cohn Sr. Producer: Jordan SiderAudio: Fin Studios Mixer: Mark ScearceColor Correction: Fin Studios Colorist: Ian GibsonVFX: Fin Studios VFX Artist: Ling Ly Graphics: Micah LevinMusic Supervision: Wolf at the Door Adweek Adweek