Glaceau Vitaminwater sounds like an awfully hoity-toity name, but a new illustration-driven campaign comes on with downscale 'tude like South Park's, with a similar primitive art style. The work is from Rocket Dog, a New York art director "who also runs a freelance operation under the same assumed name, in part so as not to get axed from his full-time gig." The outdoor campaign is targeted to 16-25ers and the client "made it clear to us how important it was that this feel sort of like a grass-roots effort, because they're still a relatively young company," explains writer/AD Bridget Prophet. "They wanted this to be something these kids could feel like they own something their parents or teachers wouldn't necessarily find as funny. We thought it would be a fun contrast to have these cutesy G-rated-looking illustrations in these mostly X-rated scenarios; the competition isn't really other ads, it's the other stuff the kids look at in any given day, like Kill Bill Vol. 2 or Xbox games or the latest White Stripes video. Hopefully, we'll make them laugh. Even if it's just on the inside."