Lil Nas X has been racking up corporate endorsements the past two years. One of our favorites is the decidedly queer, colorful campaign for Coca-Cola-owned vitaminwater where he gets to wear many fabulous outfits.
The “Nourish Every You” campaign has six campy spots and each ad aligns with one of the vitaminwater flavors, which Coca-Cola hopes will connect with Generation Z in particular.
The unreleased track “Give Me One Chance” is featured in each ad, giving it buzz and familiarity before it’s widely available.
Sporting a flowing crimson outfit in “XXX Zero,” Lil Nas X reaches out to the knee of a young man while a woman spies on them but cheers him on.
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“Go on, Lil Nas X! Nourish that fiery you!”
The object of his affection tries to give him a drink but clumsily splashes it on the star’s face.
Next, walking down Hollywood Boulevard in a flowing white dress and earrings, a gust of wind blows his dress up, Marilyn Monroe-style. Impressed, a woman comments, “Now that’s one nourished man.”
For “Shine,” Lil Nas X lays on a chaise lounge and announces, “My skin is giving reptile” while flashing sparkly fingernails. Answering a matching sparkly cell phone, he says to the caller, “I need you.” With help from an assistant, he turns into Glamazonian You.
The edgy, 23-year-old star has racked up a string of endorsements over the past few years.
His breakout Song of the Year, “Old Town Road,” came to life on the Super Bowl for Frito-Lay’s Doritos brand in 2020. Lil Nas X then appeared as Father Christmas in an animated Uber Postmates end-of-year ad, featuring his song “Holiday.” He was again on the Super Bowl in 2021 – this time for Logitech and promoting “Montero (Call Me By Your Name).” Earlier this year, he debuted a commercial for Ultimate Ears, featuring a version of the hit “That’s What I Want.”
The vitaminwater campaign reminds us of the campy 2021 Uber Eats campaign, when Lil Nas X teamed up with Elton John in several more amazing outfits.
Although the rising star has several big music hits, Lil Nas X’s net worth is estimated at $7 million so far.
If the hits keep coming, so will the endorsement deals.
Michael Wilke has covered LGBT issues in advertising since 1992, is the founder of Commercial Closet/AdRespect.org, and Senior US Consultant for LGBT marketing and diversity firm Out Now.
abfab
Another Coke product filled with useless crap for a soon to be useless pop star. I’ll settle for a daily spoonful of VitaMeataVegamin. ”It’s so tasty too—really, it tastes just like candy”!
Mack
Keep commenting, we all know your brain is filled with useless crap too.
scotty
pay no mind to the haters. juicy got some ‘splaining to do.
Kangol2
“Soon to be useless”? Girl, please. Go back to your anti-Semitic haunts and leave the rest of us alone!
Ronbo
I hate to think that scotty and I are the only mature adults posting – let’s get better.
Abfab – why do you need to tear down and denigrate, just remanin silent.
Kangol – trying to cancel someone by calling them “anti-Semitic” is a pathetic personal attack. May I remind you that it just shows that you can’t have an adult discussion without lying and insulting.
Try harder guys. No one appreciates the high-pitched screaming of a children. We brought you into the world of political equality and apparently you don’t appreciate the historty of how we brought about progress. (Hint: It’s not by bitching, moaning and in-fighting)
Mack
I’m surprised the One Million Moms haven’t started a protest against Coke for showing a gay guy on TV.
Den
I suspect the one “mom” behind the name has her hands full with her other stupid protests. Their current “Pledge To Vote 2022” campaign, which has been posted for weeks has only 4.448 people who have pledged. Their petitions don’t do much better.
scotty
hey there lil nas…a glass of your bathwater…on the rocks please. TC, EM, SM, DS, and all the young dudes too (apologies to mott)
humble charlie
as long as the glass of bathwater has a head on it.
Kangol2
This vitamin water is probably as beneficial as a a glass of tap water with a vitamin ground up in it but Lil Nas X is a true star and can sell anything.!
thisisnotreal
your not wrong, its about as healthy as gatorade or powerade. they all contain a lot of sugar in them that negates any benefits it “may” give from vitamins and such.
ingyaom
H01y $h!+ – if only this stuff were “as beneficial as a a glass of tap water with a vitamin ground up in it”, but I just checked the ingredients, and, aside from water, the only major ingredients are: “crystalline fructose [and] cane sugar”. That’s 27g of added sugar. I doubt Nas drinks this stuff with a body like that.
humble charlie
best used as a douche.