Droga5's Ad for VitaCoco Delivers a Karaoke Performance Like No Other

Epic Rendition of Power Ballad Promotes Coconut Water

Published On
May 18, 2016

Editor's Pick

Coconut Water brand VitaCoco certainly strikes out to be different -- and memorable -- in a new campaign out of Droga5 London. Filmed in a Bangkok bar, it features a passionate karaoke singer (played by French character actor Hocine Choutri) whose rendition of Celine Dion power ballad "It's All Coming Back to Me Now" is helpfully given phonetic subtitles for the viewer. That's because he's literally singing it without any regard for the actual lyrics (so the final line is translated as "Buddi so Camembert tuminah").

It's both bizarre and hilarious. But just what does all this have to do with VitaCoco? Well, the commercial closes with the tagline "However you do it, Just Get Thirsty," as we see our singer taking a swig of coconut water.

The spot will run in the U.S. and Europe, starting this month.


May 18, 2016
Brand :
Vita Coco
Client :
Vita Coco
Executive Vice President, Global Brand Strategy and Development :
Jane Prior
Director, Marketing :
Pip Brook
Chief Creative Officer :
David Kolbusz
Executive Creative Director :
Rick Dodds
Executive Creative Director :
Steve Howell
Creative :
Thomas Corcoran
Creative :
Thomas Bender
Account Director :
Alex Dousie
Director, Strategy :
Toto Ellis
Producer :
Peter Montgomery
Production Company :
Director :
Daniel Wolfe
Executive Producer :
Tim Nash
Line Producer :
Lee Groombridge
Director, Photography :
Tom Townend
Editing Company :
Editor :
Dominic Leung
Visual Effects :
Time Based Arts
Producer :
Chris Aliano
Visual Effects Supervisor :
Stephen Grasso
Telecine :
Colorist :
Simon Bourne
Music :
It's All Coming Back to Me Now
Music Supervisor :
Hywel Evans
Writer :
Jim Steinam
Re-Recording Engineer :
King and Cherry
Vocals :
Hocine Choutri
Sound Design/Mix :
750 MPH
Sound Design/Mix :
Ben Gulvin
Agency :

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