there is a lot of noise today around sprite’s new sexually explicit ad* that was recently banned in germany. a lot of those celebrating this work are praising it for what they believe the ad was “intended” to do, create buzz and attention for sprite. but those that have this point of view are short sighted.

if this spot was really done by sprite it is  promotional in nature. that’s it. it’s the brand’s desire to drive immediate sales by creating buzz. great. but in the meantime, what is it doing for the brand?  are the associations people develop after seeing this spot the ones sprite desires?  what are these ads saying about the value drinking sprite brings to my life? what is sprite revealing to me about its own personal values?

whether they know it or not, sprite is also making huge racial and cultural statements with the casting of the talent in the spot, which could definitely have a major negative impact with some of their key consumers.

yes it is important that you do things to make your brand stand out, but is the short-term gain worth the long-term impact on the brand?

*note: i am not posting the video here because it does not align with my brand

update: apparently the sprite ad was not commissioned by sprite, it was just a spec ad.  however, my comments still stand for the personal brands of people in the ad.  will i request the producer, male or female talent for my next creative endeavor…probably not.  and i cringe at the thought of what the male actor means about role reversal when he says: “The controversy is it’s the fact that she’s a white girl…and I’m black. That role reversal freaks people out.”

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