Mixed SubLymonal Messaging

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Following the frenetic, synapse-tweaking spots with LeBron James, Sprite continues to indulge our subconscious with its next round of promotion dubbed "The Sublymonal Project." With Crispin Porter + Bogusky again at the creative helm--this time for both broadcast and interactive--the 2.0 effort expands upon the campaign's oddball narrative with a set of sliced 30-second TV spots that each evoke a seemingly disparate experience.

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.

Those registered can also peddle their completed cut to the online community via email or embedding it on another website with the help of a downloadable tool. Additionally, those peering under select Sprite bottle caps will see codes that will allow you to unlock even more video and audio online.

With a Godzilla-sized tongue, talking flowers, geriatric paintball assassins and yellow/green sumo wrestlers, the latest round of Sublymonal advertising offers enough off-the-wall imagery to make Gondry proud and rapid-fire edits to make Guy Ritchie blush. Adds Roper, "All of the [assets] are some way rooted in last year's advertising, and they all reflect Lymon in some way or another. But we thought we'd take it to the next level."
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