For "Jockey" the Coca-Cola-owned brand tapped Super Bowl regular Shaquille O'Neal, who chooses Vitaminwater as his drink of choice after making history as a horse jockey.
O'Neal, reportedly an investor in the sports drink label, originated the idea to be a jockey in a Super Bowl "after hearing that Glaceau founder Mike Repole owned horses," USA Today reported at the time.
"I'm a big fan of Super Bowl, and I'm a bigger fan of the commercials," O'Neal told USA Today. "I put my house on the line that people are going to remember a 7-1, 321-pound basketball player riding a horse."
Meanwhile, in a which-drink-do-athletes-like-best war, rival Pepsi chose Derek Jeter to push its new Gatorade extension G2.
Director: Rocky Morton. Production company: MJZ.
Executive creative director: Ewen Cameron. Creative director: Griffin Creech. Associate creative director: Harry Bernstein. Executive producer: Jeff Scruton. Copywriter: David Fredette. Art director: Benny Jackson. Editorial: The Now Corporation. Editor: Own Plotkin.
BRAND: Glaceau Vitaminwater
AGENCY: Berlin Cameron
QUARTER AIRED: Q3