ESTRADA LOSES IN TRANSLATION, WHILE VIEWERS GET A CHUCKLE IN PROCESS: GROCERY PRODUCTS

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Coca-Cola Co. Sprite: "Erik"

Leo Burnett Co.'s Hispanic division, Chicago

Creative Directors: Priscila Aviles,

Eduardo Bono

Art Director: Eduardo Bono

Copywriter: Iraima Yepez

Producer: Ivo Knezevic

Production Company Producers: Brian Aldric and Marty Canellakis, Coppos Films

Composer/Arranger: Terry Fryer,

Fryer Music

This sprite spot is an adaptation of "Image is nothing," a campaign by Lowe & Partners/SMS, a unit of Interpublic Group, New York. But rather than make fun of basketball players, this one picks a pop-culture subject familiar to the market: Hispanic actors who can't speak Spanish.

The spot pokes fun at actor Erik Estrada's post-"CHiPs" stint on Spanish-language TV -- and his poor command of the language. In a simulated behind-the scenes plug, he wraps up a scene as the voice-over announces "He is Erik Estrada and he will demonstrate how his Spanish improves with Sprite."

The actor takes a swig and proclaims, "An considerate improving, don't you thinks?"

Fade in to Sprite's "Image is nothing. Obey your thirst" tagline, then a final shot of Mr. Estrada demonstrating to an unsuspecting "Baywatch" babe-wannabe how

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