Vitaminwater couldn’t be more corporate these days—it’s owned by Glaceau, which is part of Coca-Cola—and yet the brand does have an authentic New York history, which it leans into in a new campaign collab with Spike Lee.

The Queens-born brand invited Lee to direct its new spot (above), and the Hollywood filmmaker also selected three film students to make Vitaminwater shorts of their own. “The Taste of New York,” the first film below, directed by Joecar Hanna, is particularly special, telling a rich family story in just over a minute. It feels a bit less like an ad than any of the other films (including Lee’s).

This is the brand’s first major campaign in two years. The spots will run in digital.

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