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Sprite is back once again with a spot starring Minnesota Timberwolves' very own Anthony Edwards and NBA legend Kevin Garnett — only this time, they're "locking in."
Helmed by award-winning creative agency Johannes Leonardo, the new spot titled "Lock In" picks up from a previously released spot of the two chatting during a convenience store run.
Now in the car, Garnett steps in to be a mentor figure in Edwards' life, encouraging him to always stay true to himself and "keep that same spark" that made him a phenom.
Sprite Senior Creative Director A.P. Chaney expressed her thoughts behind the initiative, praising Edwards for his help on the brand's previous "Obey Your Thirst" campaign.
"This year, we wanted to show a more personal side of what it means to ‘Obey Your Thirst’ by capturing AE’s genuine and real vibe, off the court and in his natural element.
This episodic-content features moments that celebrate individuality, resilience and game, and really focuses on how AE leans into his authentic self, even after a career-defining year filled with the pressures of fame and success pulling him in different directions," Chaney explained.
Johannes Leonardo Creative Director Zack Browne reinforced these sentiments and shared that the agency wanted "to do something unlike anything in the category."
"Instead of traditional commercials, we crafted an episodic series to launch alongside his season. The series highlights moments he’s actively living in real time and speaks to how, despite the distractions and expectations of his superstar life, he stays true to himself and obeys his thirst by “keeping the main thing, the main thing," he added.
"Lock In" follows the recent "Always Ant" advert dropped by Sprite, where the two shared a lighthearted conversation as they made their way out of a convenience store.
Through engaging storytelling and nuggets of wisdom, Sprite's new ad series effectively builds emotional engagement among fans of both the drink and the two NBA stars.
Keepin' the Spark
Directed by William Stefan Smith, the one-minute spot takes us to a parked car, where Edwards and Garnett are having a little chat.
While Garnett continually praised Edwards' performance, he admits to the former NBA star that he's just trying to lead what Garnett left.
Garnett, humble, reassures Edwards that he's doing much better than he did.
"I'm saying that to say, so you can create this path for yourself. You know what you see out there. Are they double-teaming yet?" Garnett tells Edwards.
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"The Big Ticket," playing the mentor role, then tells Edwards what the life of being a star is all about — the sponsorships, the appearances, and the obligations.
"A lot of BS out here. A lot of stuff to distract you," Garnett continues.
Edward replies by saying he's unfazed by the limelight, saying he "keeps the main thing the main thing."
"I just want to hoop," he reassures Garnett.
The spot ends with Garnett telling Edwards to keep that same spark and he'll be alright, as the Sprite logo shows on screen.
Previously, Edwards starred in Sprite's holiday campaign as "Anta Claus."
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