SBD/October 13, 2016/Marketing and Sponsorship

The King's Speech: LeBron James Starring In New Humorous Campaign For Sprite

Cavaliers F LeBron James stars in a new campaign for Sprite, called "Wanna Sprite," in which he attempts to "use humor to give a somewhat mocking take on celebrity endorsements," according to E.J. Schultz of AD AGE. The ad shows James "refusing to read a 'Drink Sprite' cue card, while mingling with stereotypes of 'cool influencer people,' who predictably are holding bottles of Sprite." James in one spot says, "I never tell you to drink Sprite, even if I was in a commercial for Sprite, which I am." Instead, James says, "I'd ask you." Wieden + Kennedy, N.Y. worked the campaign, and "Chappelle's Show" co-creator Neal Brennan is the director. Coca-Cola North America Dir of Integrated Content Danielle Henry said it is "probably the biggest campaign we've had in awhile." Two separate 30-second spots will "begin running on TV" on Monday. Ads will start running in primetime on major networks later this month, marking the "first time Sprite has aired ads in primetime on major networks" since late '15. James yesterday tweeted a "60-second version of the ad" to his more than 33 million followers (ADAGE.com, 10/12).
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