Sprite has launched a new campaign building on its ‘Clear Hai’ platform. The TV campaign comprises two films, conceptualised by Ogilvy & Mather.
One of the films is titled ‘Valet’. It stars a Sprite-drinking and clear-thinking young male protagonist, in line with the brand’s past commercials. But unlike a previous campaign that saw the protagonist outsmarting other young men in the quest to spend time with beautiful young women, this time he outsmarts a valet to help two elderly women park their car.
The two ladies are driving down a road looking for a place to park. When they finally find one, the valet squeezes the car he is in into the slot, unmindful of their plight. All this is noticed by the protagonist and his friends. The valet avoids eye contact with one of the ladies who gets down from the car and glares at him angrily. He simply starts reading a paper standing outside the car he was in. The protagonist goes to the hotel’s valet desk and calls for the same car (number) with the valet. Hearing the number on the PA system, the valet rushes with the car to the hotel’s porch, where he’s greeted by the protagonist. After a moment, the valet understands that he’s been outsmarted.
Debabrata Mukherjee, VP - marketing and commercial, Coca-Cola India, said, “It has been a wonderful journey for Sprite in India. This year, we have played up the product route allowing the amazing, lemony and icy cold refreshment of Sprite to allow the youth to get that moment of clarity and navigate through tough situations. We wanted to bring forth the message to youth that Sprite provides for an ecosystem of clarity in all aspects of life. An ice-cold, refreshing bottle of Sprite helps you think clear and work smart. This is what the 2014 campaign depicts.”
Piyush Pandey, executive chairman and creative director, South Asia, Ogilvy & Mather, said, “Sprite has always stood for clear thinking to overcome situations and a belief in walking off the beaten path. Our aim was to take this concept further this year. In this campaign, the Sprite protagonist is seen using the characteristic humour and clear thinking to challenge a situation, but this time in an effort to help out two old ladies. This thoughtfulness shows a softer side of today’s youth which we wanted to portray in the advertising.”
The campaign will have OOH, digital, point of sale and on-ground legs across markets
Creative agency: Ogilvy & Mather
Executive chairman and creative director, South Asia: Piyush Pandey
Group creative director: Ajay Gahlaut
Director (film): Prasoon Pandey
Production house: Corcoise Films
Music: Dhruv Ghanekar