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Sprite is giving teens a platform to express their creativity through music and film in the brand‘s first-ever global integrated marketing campaign, The Spark Innovative TV commercials, an online interactive music mixer featuring content from GRAMMY® nominee Drake and a digital film mixer wil linspire and enable teens to spark fresh thinking and display their originality. Worldwide, additional artists will be showcased through The Spark campaign, including film, commercial and music video director Rik Cordero and four-time World Music Award winner, Jay Chou, inChina.

The Spark takes its name from Sprite‘s newly updated Spark logo, which captures the lemon-lime sparkling beverage‘s unique ability to refresh and invigorate. The campaign will launch in markets around the world in 2010 and across 4 continents including Europe, North America, Africa and Asia. North America will lead the global launch with a campaign that embodies the essence of The Spark.

 


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The first TV commercial for The Spark, titled “Unleashed,” features celebrated hiphop artist Drake struggling to find inspiration in the studio while recordinghis hit song “Forever.” Drake drinks a Sprite, helping unleash hislyrical prowess. The commercial – produced in 30- and 60-seconds versions– is airing in cinema and made its TV debut during the pregame telecastof Super Bowl XLIV. A behind-the-scenes video, available online, will givemusic fans a peek into the making of the commercial and showcase the innovativetechnology used to create the Drake look-a-like animatronics model for thead‘s unusual special effects.

 

“The animatronics model is cool becauseit‘s an exploded version of me that shows all the components of who I amand the things that inspire my music. After I drink a Sprite, the modelreassembles, leaving me completely focused to deliver the perfect take,”said Drake. “The Sprite ad ‘Unleashed’ gives a behind-the-scenes view of my process of recording a song in-studio.”

 

 

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Credits


Title: Unleashed
Client: Sprite

Agency: Bartle Bogle Hegarty, New York
Chief Creative Officer: Kevin Roddy
Creative Director: Amee Shah & Matt Ian
Art Director: Erik Holmdahl
Copywriter: Beth Ryan
Head Of Broadcast: Lisa Setten
Producer: Jennifer Moore

Production Company: aWHITELABELproduct, Los Angeles
Director: Benjamin Steiger Levine
Executive Producer: Ellen Jacobson-Clarke, Annique DeCaestecker
Line Producer: Lynn Zekanis
Director of Photography: Chris Soos

Editorial Company: Cut + Run, New York
Executive Producer: Angie Aguilera
Producer: Beth Fitzpatrick
Editor: Steve Gandolfi

Visual Effects: MassMarket, New York
Executive Producer: Rich Rama
Producer: Aleen Kim
Lead Flame Artist: Nick Tanner
Flame Artists: Julian Ford, Mark French, Sarah Eim, David Parker, Joanne Ungar, John Ciampa
Jr Flame Artists: Jeen Lee, Dan Boujoulian
Designers: Greg Herman, Derek Stratton
CG Supervisor: Pakorn Bupphavesa
CG Lead Artist: Ed Manning
CG Artists: David Barosin, Jimmy Gass, Keith Kim, Eban Byrne, Ciaran Maloney
CG Modeler: Tom Cushwa
CG Trackers: Joerg Liebold, Denis Trutanic
CG/Nuke Artist: Adam Flynn
Pre-Viz Artist: Joshua Sherrett

Telecine Facility: Company 3, New York
Telecine Artist: Tom Poole

Audio Facility: Sound Lounge, Nyc
Audio Engineer: Tom Jucarone

Music Company: Squeak E Clean Productions
Executive Producer: Zach Sinick
Track Arranged By: Brent Nichols & Rusty Logsdon
Sound Designer: Steve Mccarty
Music: Title: "Forever", Drake

Endtag Animation Company: Brand New School, Los Angeles
Executive Producer: Ned Brown
Producer: Garrett Braren
Art Director: Ludovic Shorno
Animatronics: Spectral Motion
Effects Supervisor: Mike Elizalde
Creative Consultant: Mary Elizalde
Production Coordinator: Brian Walsh
Puppeteer/Lead Animatronic Technician: Mark Setrakian