Glaceau‘s VitaminWater was promoted at the Super Bowl with a spot featuring 7′ 2″ basketballer Shaquille O’Neal (Shaq) as a jockey, complete in silks and riding a horse owned by Glaceau President Mike Repole. The spot opens with Shaq at the rear, rapidly catching up with the field. He moves through to the front, using fair means and foul.
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The Vitaminwater spot was developed at Berlin Cameron United, New York, by creative director Griffin Creech, executive creative director Ewen Cameron, art director Benny Jackson, copywriter David Freddette, agency head of production Dane Johnson, agency producer Cheri Anderson.
Filming was shot by Rocky Morton via MJZ, with executive producer Jeff Scruton, producer Helen Hollein.
Editor was Owen Plotkin at The Now Corporation, New York, with producer Nancy Finn. Music was composed by Nate Morgan, Elias Music, with music creative director Dave Gold, music producer Kala Sherman. Sound was designed by Philip Loeb and Rob Sayer at Sound Lounge, New York.