The Coca-Cola Company recently announced the launch of Sprite’s first global integrated marketing campaign with a new commercial featuring Drake.
The commercial [watch below] which features the Grammy-nominated star performing his single Forever, debuted during the Super Bowl this past Sunday [Feb. 7] and is the first of many commercials for the campaign that will showcase artists from around the world including music video director Rik Cordero and renown Chinese musician Jay Chou.
“The animatronics model is cool because it‘s an exploded version of me that shows all the components of who I am and the things that inspire my music,” Drake said. “After I drink a Sprite, the model reassembles, leaving me completely focused to deliver the perfect take.”
The campaign titled “The Spark,” which is centered around the redesign of the Sprite logo, will officially launch March 1 on sprite.com by inviting people to mix their own 45-second remixes and mash-up songs using interactive online music and digital film mixers on the site.
This union of hip-hop and Sprite is, of course, nothing new. Sprite has featured rap stars in their ads as early as 1986, when the Kurtis Blow spot hit the air. Check out XXLMag.com’s “In the Can- The Best Sprite Raps Before Drake” for a round-up of the best and most memorable Sprite hip-hop ads. —Brooklyne Gipson