Sprite says the American Dream 'forgot' Black America

Spot by W+K debuted during the BET Awards

Published On
Jun 29, 2020

Editor's Pick

In an ad debuting during Sunday’s BET Awards, Sprite makes a blunt assessment of the American Dream: “It wasn’t made for everybody. It forgot about one very important detail: Black America.”

The spot, from Wieden+Kennedy New York, opens with a photo from 1937 that shows African American flood victims lining up to get food and clothing from a relief station in front of a billboard that shows white people smiling and driving in a car against the slogan, “World’s highest standard of living.” The ad then shifts to a more optimistic tone about perseverance: “Black Americans woke up a long time ago and set out to make their own dream.”

The ad, called “Dreams Realized,” mingles footage from Black Lives Matter marches with shots of Atlanta, the hometown of Sprite owner Coca-Cola Co. The brand and agency worked with Atlanta-based creative talent on the ad, including hip-hop photographer Cam Kirk.

Sprite released the ad after recently committing $500,000 to the Black Lives Matter Global Network, whose mission is to “eradicate white supremacy and build local power to intervene in violence inflicted on Black communities by state and vigilantes,” according to its website. Sprite is also plugging its “Give Back” program that includes partnerships with hip hop artists and industry players such as rapper 2 Chainz to provide funding to DJs affected by COVID-19.

The ad comes two days after Coca-Cola Co. pledged to pause spending on all major social media platforms, including Facebook, as part of a growing movement targeting social media players for not doing enough to curb hate speech.

Credits

Date
Jun 29, 2020
Client :
Sprite
Agency :
Wieden & Kennedy - New York
Executive Creative Director :
Karl Lieberman
Managing Director :
Neal Arthur
Creative Director :
Christine Gignac
Creative Director :
Matt Mulvey
Copywriter :
Nick Bynum
Art Director :
Helen Torney
Head of Integrated Production :
Nick Setounski
Executive Producer :
Dom Tunon
Art Producer :
Sabreen Jafry
Associate Producer :
Brenton Roberson
Account Director :
Samantha Wagner
Account Supervisor :
Ebony Francis
Asst. Account Exucutive :
Abby Hall
Project Manager :
Carly Lissak
Planning Director :
Geoff McHenry
Head of Social Strategy :
John “JP” Petty, III
Social Strategist :
Irsis Cabral
Associate Media Director :
Branden Bouvia
Asst. Media Planner :
Eddy Hiraldo
Director of Business Affairs :
Patrick O’Donoghue
Business Affairs :
Joshua Christie
Business Affairs :
Gillian Carrington
Traffic Director :
Sonia Bisono
Traffic :
Tina Wyatt
Production Company :
BarkBark
Senior Executive Producer :
David Brand
Line Producer :
Kenley Duke
Director of Photography :
David Parker
Camera Assistant :
Noah Orisch
PA :
Jalen Davidson
Head of Production :
Tabitha Mason-Elliott
Editorial Company :
Joint
Executive Producer :
Leslie Carthy
Editor :
Tommy Harden
Editor :
Dylan Sylwester
Post Producer :
Esther Gonzalez
Editorial Assistant :
Ian Devore
Colorist :
Darren Hartman
Mixer :
Noah Woodburn
Post Executive Producer :
Bugs Russell
Post Producer :
Sarah Usmen
Artist :
J. Dilla
Track :
City of Boom
Artist :
Hanan Townshend
Track :
Boom And Bust

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Project Type