Each spot, though, invites viewers to the Sublymonal website where they can manipulate various pieces of the 8+ minutes of newly created content via the "Splice Mixer," the ultimate goal being to create "the ultimate Sublymonal message." CP+B creative director Tim Roper explains, "You can create a larger story that we envisioned and set out to make or re-imagine it, dissect and cut it down to a few frames and really rearrange the content. You can get really abstract and trippy with this thing."
With the emphasis on user-generated content, the new initiative lends some freshness to the trendy (and now overused) mashup idea. Via simple click and drag, users can load video assets and audio clips from the new Sprite ads onto a sequencer, with the option then to duplicate, slice n' dice or simply keep layering more content and creating timelines. Of course, there's incentive for your efforts, as daily prizes are being awarded to participants, with the "ultimate message" (based on popular vote at the site) winning its creator an attractive Sony DVD dream system-including an Bravia LCD HDTV, Playstation 3 with games and noise cancellation headphones.