Sprite’s latest TV spot out this July, by BBH in New York and Shanghai, embraces messages of individuality and rebellious youth spirit- common themes among recent CSD campaigns. The “Camouflage” spot encourages consumers to emerge from hiding and break free from the monotony of their surroundings. Brand manager, Jonathan Mildenhall, hopes the spot will motivate youth to be comfortable in their own skin and unmask themselves to reveal their unique colors. The ad’s lead sheds his exterior mask and markings, inspired by the unique “Sprite” taste and spirit. Once free from constraints, he explores the city with a new appreciation and grasp of the blending and hiding that plagues mankind. The spot ends with hope, as another “individual” joins him in the revelation, with a Sprite in hand. The ad sings to the tune of the “Always One Of A Kind” campaign, by concluding with a feeling of unity that comes as a result of self-acceptance and originality.
Campaign managers hope the commercial will be especially meaningful to youth in countries, like China, whose teens are only recently familiar with ideas of rebellion and individual differences. Free of words, the ad translates cross-culturally and can be aired in many contexts.
Viewers may just walk away from this ad with a new motivation to pick up a sweet beverage and embrace the diversity, expression, and opportunity for connection right before their eyes. In search for individually, the question is now whether they will pick up a Sprite, or rather a Dr Pepper.
Blog post written by Deutsch intern: Olivia Lassoff
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