In a new campaign for Sprite, created by Ogilvy & Mather/N.Y. but only slated to run in Europe, "Thirst Never Wins" and losing can get pretty ugly. In the series of four spots, a pair of friends play extremely cruel tricks on each other -- e.g. sending a guy to play with a hyena while wearing a suit made of meat -- as they alternate being "Sprite" and "Thirst." "Sprite" always wins, of course, and "Thirst" drags his injuries into the next installment. Steven Tsuchida of Oil Factory directed.