Sprite plays smart card to reinforce its 'Clear Hai' promise
Conceptualised by Ogilvy & Mather, the latest campaign, featuring two TVCs - 'Valet' and 'Hill Station' - present inspiring moments of ingenuity and clear thinking
Published - Mar 13, 2014 8:56 AM Updated: Mar 13, 2014 8:56 AM
Reinforcing the signature promise of ‘Clear Hai’, Sprite has launched a new campaign depicting a refreshing new side to the youth. The campaign shows the Sprite protagonist using his wit and cleverness in helping out two elderly ladies get a parking spot. The campaign has been launched through two TVCs – ‘Valet’ and ‘Hill station’ – which showcase two different daily life situations.
Conceptualised by Ogilvy & Mather, the ‘Valet’ film opens with two ladies driving down a road and looking for a place to park their car at a hotel’s parking lot. They find a place, but another driver squeezes his car into the area, ignoring the two ladies. The protagonist goes to the hotel’s valet desk and calls for the same car. The driver rushes with the car to the hotel’s porch and realises that the protagonist has outplayed him.
Talking about the new campaign, Debabrata Mukherjee, Vice President, Marketing & 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/ obstacles. 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.”
Commenting on the campaign, Piyush Pandey, Executive Chairman & 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 ad. This particular story has an extremely personal angle to it, but that we will talk about another day and at another place.”
In addition to leveraging mass media advertising, the integrated communication plan includes out-of-home (OOH) media, digital, point of sale merchandise and on-the-ground initiatives across all key markets.
How smart is Sprite’s new move?
Raghu Bhat, Founder Director, Scarecrow Communications remarked, “The ad begins with an unexpected cast of two old women driving a car. The unexpected arrival of the chauffeur adds to the conflict. Even the resolution of the conflict is interesting. Thus, the ad manages to sustain interest till the end. The boisterous music track is a good contrast to the restrained performances. It is good extension of the Sprite promise. I like this more than the earlier Sprite ads.”
Inspiring moments of ingenuity and clear thinking, Sprite has once again given a fresh twist to the signature promise of ‘Clear Hai.’ The campaign is different from the earlier ads of Sprite, which were predictable and showcased the male protagonist outsmarting young boys for a girl. It’s a fresh take adopted by the brand to show two elderly ladies get a parking spot with the help of the Sprite’s protagonist.
The ad has been executed well and conveys the message clearly. It depicts how the brand helps the youngsters attain clarity of thought, in turn allowing them to think smart and overcome obstacles. The jingle is catchy and adds to the delight. Overall, it is one of the refreshing beverage ads witnessed this season and will keep the viewers hooked till the end.
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