LeBron James Does Not Tell Fans to Drink Sprite in New Ads
Now He's Just Asking
Editor's Pick
Longtime Sprite endorser LeBron James is making a softer, gentler pitch for the soda brand. "I never tell you to drink Sprite, even if I was in a commercial for Sprite, which I am," he says in a new ad. Instead, "I'd ask you."
The campaign, called "Wanna Sprite," attempts to use humor to give a somewhat mocking take on celebrity endorsements. The ad shows Mr. James refusing to read a "Drink Spite" cue card, while mingling with stereotypes of "cool influencer people," who predictably are holding bottles of Sprite.
The agency is Wieden & Kennedy, New York. The director is Neal Brennan, whose credits include co-creator of Comedy Central's "Chapelle's Show."
"We created this whole campaign to have a bit of fun with the idea of endorsements," said Danielle Henry, a group director-integrated marketing content at Coca-Cola North America. "A lot of brands use commercial endorsers, but the role of a Sprite endorser is to be unique and authentic and real."
Mr. James is, of course, one of the most powerful and sought-after brand endorsers in marketing. He has deals with Nike, Samsung, Beats, Verizon, Kia, Upper Deck and Blaze Pizza. Hillary Clinton even recently tapped him to help boost her campaign.
Mr. James began backing Sprite in 2003, the same year he entered the NBA. The 13-year-relationship is a rarity in an age when celebrities frequently switch allegiances. "There is belief in our relationship," said Bobby Oliver, director for Sprite and citrus brands at Coca-Cola North America. "He is very comfortable with us and what our brand stands for and how we go to market and we are very comfortable with him."
"From the beginning, this partnership with Sprite has always focused on being authentic. And I like that we got to have a little fun with that in these spots," Mr James said in a statement.
Read the full story on Adage.com.
Credits
- Date
- Oct 12, 2016
- Brand :
- Sprite
- Client :
- Sprite
- Agency :
- Wieden & Kennedy - New York
- Executive Creative Director :
- Karl Lieberman
- Creative Director :
- Caleb Jensen
- Creative Director :
- Jimm Lasser
- Creative :
- Brock Kirby
- Copywriter/Art Director :
- Chris Mendez
- Copywriter/Art Director :
- Amy Wheeler
- Interactive/Social Strategy :
- Chris Mendez
- Interactive/Social Strategy :
- Amy Wheeler
- Producer :
- Kristen Johnson
- Account Team :
- Jordan Muse
- Account Team :
- Jacque Parrish
- Brand Strategist :
- Brandon Thornton
- Social Strategist :
- Jessica Breslin
- Producer Assistant :
- Jordan Leinen
- Producer Assistant :
- Alexey Novikov
- Art Producer :
- Pietro Clemente
- Interactive Producer :
- Jen Vladimirsky
- Digital Producer :
- Tara Kennedy
- Business Affairs Manager :
- Patrick O'Donoghue
- Business Affairs Manager :
- Carolina Hernandez
- Media Planning :
- Karlo Cordova
- Media Planning :
- Branden Bouvia
- Traffic Manager :
- Sonia Bisono
- Traffic Manager :
- Andy Hume
- Project Manager :
- Alex Doomany
- Head of Integrated Production :
- Nick Setounski
- Director, Art Production :
- Deb Rosen
- Head of Business Affairs :
- Sara Jagielski
- Production Company :
- Caviar
- Director :
- Neal Brennan
- Director, Photography :
- Larkin Seiple
- Executive Producer :
- Michael Sagol
- Executive Producer :
- Jasper Thomlinson
- Producer :
- Tova Dann
- Editorial Company :
- Spot Welders
- Managing Partner :
- David Glean
- Editor :
- Kevin Zimmerman
- Senior Producer :
- Ellen Lavery
- Assistant Editor :
- Anchor Mak
- Visual Effects Company :
- The Mill
- Lead Flame Artist :
- Chris Sonia
- Flame Artist :
- Kyle Zemborain
- Flame Artist :
- Dae Yoon Kang
- Flame Artist :
- Krissy Nordella
- Flame Artist :
- Marc Goldfine
- Executive Producer :
- Chris Kiser
- Senior Producer :
- Hayley Wallach
- Song :
- Cold LIke a Sprite Soda
- Performer :
- Lil Yachty
- Sound Mix Company :
- Heard City
- Mixer :
- Eric Warzecha
- Producer :
- Talia Rodgers
- Executive Producer :
- Sasha Awn
- Managing Director :
- Gloria Pitagorsky
- Sound Design Company :
- Pirate Toronto
- Auto-Tune Audio Director :
- Vanya Drakul
- Auto-Tune Audio Producer :
- Maggie Blouin Pearl
- Color :
- Company 3
- Colorist :
- Tom Poole
- Colorist Assistant :
- Jenny Montgomery
- Color Producer :
- Clare Movshon
- Photographer :
- Emily Shur
- Producer :
- Meghan Gallagher
- Web Developer :
- Trent Johnson
- Web Producer :
- Pam Statz
- Quality Assurance :
- Robb Hand
- Quality Assurance :
- Rachel Mason
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