Shutterstock / Tinseltown

Chrissy Teigen Manages Coconuts in New Vita Coco Ad

The ad was created in collaboration with advertising agency Madwell

Shutterstock / Tinseltown

Teigen previously worked with the brand by creating a Snapchat series highlighting the uses of coconut oil.

If you thought Chrissy Teigen was a jack of all trades, you haven’t seen anything yet. The model, mother, and cookbook author is adding “plant manager” to her resume with her role in Vita Coco’s newest ad.

In the spot, Teigen’s fictional role involves keeping track of the “employees” — aka the coconut trees — through micromanaging and not leaving their side. Her character’s relaxed attitude embodies her personality in real life, which is what the company says drew it to having Teigen in the spot in the first place.

“We wanted to create an iconic character — the plant manager — someone who could be in commercials in the future and across channels,” Chris Sojka, co-founder and chief creative officer of Madwell, told Adweek. “We kept circling back to how Teigen is a perfect mixture of the self-effacing human, aspirational beauty, health and fitness.”


The ad will go live on networks such as NBC, CBS, AMC, and Bravo on April 4.

To read about 20 reasons why the food world loves Chrissy Teigen, click here.