The start of August saw NBA stars Trae Young and Anthony Edwards front a rebranding ‘New Bottle, Same Sprite’ campaign from Sprite which introduced consumers to the soft drinks new look and packaging.
Led by the 23-year-old Atlanta Hawks point guard and the 20-year-old Minnesota Timberwolves shooting guard, the campaign was spearheaded by a fast-paced, surrealist-style hero commercial which sees Sprite ditch its signature green bottle and brand colour after 60 years for a new clear bottle look.
The fun spot, helmed by SMUGGLER Director Tony Yacenda, honours the metronome and revolves around comedic timing and eye-popping visual effects and was supported by additional social content and cut-downs.
The work rolled out across Sprite’s own platforms and was also amplified via the player’s personal channels.
Who did it better? It’s official just got drafted to team @Sprite, let’s get it. #SpritePartner pic.twitter.com/OOrG8sT12g
— Anthony Edwards (@theantedwards_) July 28, 2022
The campaign was conceived and developed by creative agency Majority (where NBA legend Shaquille O’Neal is a founding partner) were the group working on the campaign included Founder Omid Farhang, Associate Creative Directors Micöl Rankin and Nico Giarrano, Agency Producer Christine Presto and Havas EP Nick Senter.
The director was Tony Yacenda with Production Company Smuggler where the team included Executive Producers Patrick Milling-Smith, Brian Carmody and Sue Yeon Ahn, Producer Rachel Perkins, Production Supervisor Magen Small, Director Of Photography Alex Disenhof, 1st AD John Scott Wilson, Production Designer Vince Tatum, Casting Director Jeremiah Stephenson, Stylist Metta Conchetta, Make Up Artist Tatiana Kazana and Hair Stylist Kevin Rousser.
Edit was handled Cosmo Street with Editor Kacie Gomez, while colour was handled by Apache, plus VFX was run through Mathematic with VFX EP Dan Karp and Sound Designer Leslie Dilullo
Comment
This creative features authentic performances from the sports stars and neatly plays to their own personal strengths and natural charisma.
It also offers a referential homage to classic Drake ‘The Spark’ Sprite commercial as Anthony Edwards’ face disassembles while standing in a recording studio.
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