May 9th 2024.
Sha'Carri Richardson, the young and determined track and field star, has recently made her debut in a Sprite commercial as part of their revamped "Obey Your Thirst" campaign. As the world's fastest woman, she is not only breaking records, but also breaking barriers as Sprite's first female partner. She is joined by Minnesota Timberwolves star, Anthony Edwards, in reigniting the iconic campaign that first began 30 years ago.
In her 30-second spot, Richardson stays true to her defiant persona by confidently saying "Nah" to all the outside opinions and pressures that are constantly being placed upon her. From a sports commentator telling her to obey the rules, to a photographer pressuring her to obey a certain image during a photoshoot, Richardson remains unapologetically herself and doesn't conform to anyone else's expectations.
Even at the dinner table with her mother and grandmother, she is told to "Obey your Big Mama" and "obey your mama," to which she responds with a playful "Nah" before laughing and assuring them she is just joking. With her unwavering self-assurance and authenticity, Richardson perfectly embodies Sprite's message to a new generation of sports fans.
According to A.P. Chaney, Senior Creative Director of Sparkling Flavors, Richardson and Edwards are "true cultural creators" who embody the campaign's mantra of always aspiring to be your best and reaching your full potential. Both commercials are not only fun and entertaining, but also carry a strong message of authenticity and staying true to oneself.
Despite facing criticism and adversity, Richardson continues to rise to the occasion and her dedication to greatness and self-expression has caught the attention of major brands like Sprite and Nike. She effortlessly blends elements of hip-hop culture, sports, entertainment, and fashion, making her a marketable and relatable figure for younger generations.
Senior Brand Director of Sprite, Brian Rogers, believes that the "be true to you" spirit of the "Obey Your Thirst" campaign will resonate just as strongly in 2024 as it did in 1994. In a world where younger generations are constantly bombarded with messages and expectations of who they should be, Sprite serves as an empowering brand that encourages fans to challenge the status quo and embrace their authentic selves.
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