Reading Film (Fall 2011)

a qwriting blog for ENG 110

Reading Film (Fall 2011) header image

Advertisement Analysis Continued

September 30th, 2011 by Kaitlin Stevens · 1 Comment · ¶4 Commercial

The Nas & AZ Sprite commercial was not the only one of its kind. In the 1990’s, Sprite introduced their “Obey Your Thirst” campaign which featured numerous commercials with various rappers and other famous people. According to a BlogSpot blog post on the subject, part of the appeal of the campaign was the “anti-advertising” approach they took by keeping it simple rather than shoving the concept of the superiority of their product down the consumer’s throats. The target group for this particular campaign were the teenagers of “Generation X”.  Other celebrities used in the campaign feature rap group A Tribe Called Quest, rappers Kid n Play, Pete Rock, C.L. Smooth, Kriss Kross, and NBA superstars Tim Duncan and Kobe Bryant. Also according to the BlogSpot blog post on the subject, it was a successful campaign measured in sales impact. Aside from the obvious “Obey your thirst”, another tagline for the campaign was “Image is nothing, thirst is everything.” This tagline is conveyed in several of the commercials. In ALMOST every commercial, even the one featuring just Kobe and Tim Duncan, the theme is rapping. This was clearly part of the approach to the younger target audience.

Here are some other commercials from the campaign:

Obey Your Thirst commercial featuring Pete Rock, C.L. Smooth, Grand Puba

Kid n Play Sprite Commercial

A Tribe Called Quest Sprite Commercial

Kriss Kross Sprite Commercial

Tim Duncan and Kobe Bryant Sprite Commercial

Kobe Bryant, Tim Duncan, Juwan Howard Sprite Commercial

Lebron James Obey Your Thirst Sprite Commercial (this one I actually remember!)

Lost Boyz Sprite Commercial

KRS One and Shan Sprite Commercial

 

If you’re actually interested in this, take the time out and watch all of the commercials! None of them are more than a minute long.

Print Friendly, PDF & Email

Tags:

One Comment so far ↓

  • Kevin L. Ferguson

    Interesting vids! I still can’t help but feel these artists are doing it for the $$$–but, that’s ignoring the fact that they’re being a commercial recording artist means doing things for money . . .

    I’m interested in how these commercials try to appeal to a new, “young” audience, but do so by recycling older artists. That’s a complaint about rap in general. I guess, from the point of view of a commercial director, if your audience doesn’t know a great film or song from an earlier time, then might as well copy it instead of risk doing something new?

You must log in to post a comment.