Drake, Nas Star In New Sprite Commercial
Set to Drake's "0 To 100," the 30-second spot consists of footage from Drake and Nas' concert for the citrus soda during NBA All-Star Weekend in February at New York's Irving Plaza, and is designed to promote Sprite "Obey Your Verse" -- a newly released line of limited-edition cans featuring 16 classic hip-hop lyrics, including five bars apiece from Drake and Nas. The spot, created with ad agency Wieden + Kennedy, synchs up with one of Drake's cans, which features the "0 To 100" line "Know yourself / know your worth."
Sprite VP Kimberly Paige recently told Billboard that other hip-hop surprises are in store for the "Obey Your Verse" campaign this summer. "We’re gonna look at everything we do and how to bring it life in the marketplace, which will unfold over the next couple of weeks," she said.
Though it remains an active sponsor of the NBA and several other key TV events throughout the year, Sprite was a relatively modest marketer in 2014. The brand spent a little over $10 million on measured media, according to Kantar Media.