Sprite is walking the talk in the global “Obey You” campaign, which kicks off with a series of 20 films urging teens to stay true to themselves.
The “voice of Sprite” serves as the protagonist in the spots, applauding Sprite bottles around the world for following their instincts and living up to their role as a thirst-quenching, lemon-lime beverage.
“Sprite has always shunned advertising clichés, choosing instead to encourage teens to obey their thirst. With this latest body of work, we continue this legacy by turning the conversation on Sprite itself. We hear the voice of Sprite encouraging Sprites around the world to be true to who they are and what they do – bringing the world the ultimate in honest-to-goodness refreshment,” says Jonathan Mildenhall, VP, global advertising strategy and content excellence, The Coca-Cola Company.
“This is Sprite speaking to Sprite, earning the right to encourage teenagers to be true to themselves by first being true to itself,” adds Leo Premutico, co-founder and executive creative director of Johannes Leonardo, the New York-based agency that created the campaign.
The Sprite-to-Sprite films – which debuted in Canada and will soon appear in other markets – set the stage for additional work, including outdoor creative featuring close-up and macro photography of the clear, crisp liquid.