The "Crossword" spot is one of two new executions by the San Antonio shop for the soft-drink giant. The other, "Street Skaters," is an extension of the "Always" campaign for Coke Classic and is running on Spanish-language networks and in English on network affiliates in major Hispanic markets.
Sosa executives wouldn't discuss the Sprite spot, but did confirm "Street Skaters" was added to the Hispanic rotation.
The agency originated the interactive style--which gives viewers call to pause for refreshment and invites them to go grab a drink--in its Hispanic work for the Classic brand before transferring it to Sprite.
Sosa's "Computer" spot, done earlier this year, still is in the general-market rotation.
The general market account for Sprite is handled by Lowe & Partners/N.Y.
In the "Crossword" spot, set to jazzy hip-hop hop music, stylized words describing Sprite unique," "clear," "sparkling and so on as "unique," "clear," "sparkling" and so on scroll down in a crossword puzzle as a "lymon" bounces across the screen and insets of a Sprite can appear. The puzzle ends with the words in the tagline: "I like the Sprite in you" as the camera pulls back to reveal the whole puzzle.
Because the only footage used is existing product shots, creatives were able to go straight to post-production at San Antonio's Match Frame Productions to make the spot, sources said. "Street Skaters" takes viewers on a high-energy ride with a group of young in-line skaters--who slow down only for a Coke Classic.
Former MTV Sports director Gene Cernilli, now of production company 5 Union Square in New York, captures the skaters in action, even as one jumps on a railing and slides down.
The spot is running on the Spanish-language networks and in English in spot markets.
Copyright Adweek L.P. (1993)