Sha’Carri Richardson stayed true to her rebellious persona in her first Sprite commercial, adding to their refreshed “Obey Your Thirst” campaign. As Sprite’s first female ambassador, she partners with another athlete to breathe new life into the 30-year-old campaign. In her short advertisement, Richardson boldly brushes off external criticism and expectations with a single word: “Nah.”
A sports commentator on TV suggests, “Sha’Carri ought to follow the rules.” Richardson replies with a straightforward “Nah”.
While at a photoshoot, a photographer advises her to “Embrace the image,” to which Richardson declines with a “No.” Later, at the dinner table with her mother and grandmother, her grandmother advises her to “Honor your Big Mama,” and her mother adds, “and your mama.” Richardson playfully responds with another “No” before laughing and clarifying that she’s just joking.
Sprite unveiled another “Obey Your Thirst” commercial featuring Anthony Edwards from the Minnesota Timberwolves alongside Richardson. Edwards recreated a 1994 ad, with a special appearance by the original star, NBA legend Grant Hill.
Richardson and Edwards, known for their genuine confidence and unwavering authenticity, embody Sprite’s message to a new generation of sports fans.
“Anthony and Sha’Carri are true influencers who perfectly represent the spirit of ‘Obey Your Thirst’ and the pursuit of dreams with determination, making them ideal partners to embody the campaign’s values of striving for excellence and realizing one’s full potential,” said A.P. Chaney, Senior Creative Director, Sparkling Flavors. Both ads are vibrant and infused with Sprite’s unique sense of humor.
Despite facing criticism and challenges, Richardson continues to thrive. Her relentless pursuit of greatness and individuality has made her a sought-after figure for major brands like Sprite and Nike, seamlessly blending elements of hip-hop culture, sports, entertainment, and fashion.
Brian Rogers, Sprite’s Senior Brand Director, is optimistic that the core message of being authentic to oneself in the Obey Your Thirst campaign, which connected with consumers back in 1994, will still be relevant and impactful in 2024.
In the modern era, younger generations are inundated with numerous messages prescribing their identity and behavior. Sprite acts as a solution to the prevalent cultural inundation of expectations, pressures, opinions, advice, and distractions. As a brand, Sprite encourages its followers to challenge conventions and embrace their authentic identities.
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