In 1986, Sprite became one of the first brands to tap into hip-hop culture. In the years since, the brand has collaborated with a variety of artists in dozens of programs and advertising campaigns.
Now, fresh off announcing the Summer Sprite™ Cold Lyrics Series™, Sprite is unveiling two new additions to its summer campaign: the brand’s first-ever full-length music video and a new TV commercial, both starring Sprite endorser Vince Staples.
As Staples releases his new album Big Fish Theory today, Sprite is debuting the music video it produced for his second single “Rain Come Down” featuring Ty Dolla $ign.
“The Sprite brand’s legacy in hip-hop has always been about elevating the art form and celebrating artists who have authentic, honest perspectives,” said Bobby Oliver, director, Sprite and citrus brands,
Directed by David Helman, the video picks up where Staples' last video “Big Fish” left off: Staples stranded on a boat at sea. This time, he is stranded in a desert with only an empty Sprite bottle to show him the way. As a storm looms on the horizon, Staples spins the bottle to point him out of the hot desert. He finds refuge at a rustic diner, where he enjoys a cool, crisp, refreshing lemon-lime Sprite as the storm pounds against the window.
In addition to the music video, Staples stars in a new TV spot for the Summer Sprite Cold Lyrics Series debuting Sunday, June 25 during the BET Awards telecast. In “Carnival,” Staples humorously portrays a carnival barker who challenges a group of “random teenagers” to play a carnival game to win a limited-edition lyric can. The commercial ends with Staples advertising the new campaign in a refreshingly honest, transparent and witty way — pointing out that they are all in fact in a commercial.
“The new TV spot starring Vince Staples continues the creative approach and tone we began with the Wanna Sprite campaign last fall,” said Danielle Henry, group director, integrated marketing content,
The "Wanna Sprite" campaign puts cool, crisp, refreshing Sprite front and center and gives a nod to what it means to be a Sprite endorser – authentic, transparent and refreshingly honest. Wieden + Kennedy New York produced the campaign.