CP+B Taps Kevin Hart for Vitamin Water

By Erik Oster 

CP+B tapped Kevin Hart for a new Vitamin Water spot entitled “Make It Big” that, unfortunately, isn’t very funny.

The 60 second spot features Hart examining the alternatives he could have taken in his career path: keeping his day job as a shoe salesman, making friends in all the right places, being someone he isn’t. His message is that success takes hard work and hustle, which requires hydration, so that’s how Vitamin Water factors into all this. Perhaps because this line of reasoning is a bit of a stretch, Hart can be seen taking a sip of Vitamin Water at various points in the spot, such as at a bad performance in front of a tough crowd, or servicing a particularly unreceptive customer as a shoe salesman, and the spot ends with the “Hydrate the Hustle” tagline. All of these scenarios fail to live up to their comedic potential, though, making this one seem like a pretty big missed opportunity. Stick around for credits after the jump.



Client: Vitamin Water
Title: “Make It Big”

Agency: Crispin Porter + Bogusky

Editorial: Rock Paper Scissors
Editor: Adam Pertofsky, Damion Clayton, Neil Meiklejohn
Executive Producer: Carol Lynn Weaver

VFX Studio: a52
CG Supervisor: Kirk Shintani
2D VFX Artists: Andy Rafael Barrios, Andy Bate, Richard Hirst, Cameron Coombs
Roto: Tiffany Germann, Cathy Shaw
Producer: Scott Boyajan
Executive Producer: Megan Meloth

Design Studio: Elastic
Designer: Henry DeLeon
2D Artists: Ekin Akalin, Alan Chen
Producer: Scott Boyajan
Executive Producer: Jennifer Sofio Hall