Sprite Recruits Jalen Hurts To Reinforce a Legacy of Authenticity

Quick listen: Jalen Hurts joins Sprite’s legacy of quiet confidence — in under 2 minutes.

Jalen Hurts doesn’t need to raise his voice. Sprite lets his silence speak volumes.

The soda giant has signed Super Bowl MVP and Philadelphia Eagles quarterback Jalen Hurts as the newest face of its "Obey Your Thirst" campaign, deepening its ties to elite athletes who embody individuality.

Made together with agency Majority, with support from Ogilvy, VML, and Publicis Groupe, the new ad titled “Success Hurts" marks the first time Sprite has tapped an NFL player as the centerpiece of its long-running platform.

It kicked off in the 1990s and encouraged consumers to trust their instincts and reject conformity.

“Jalen shows up as his true self at all times, which is the main check-box for us when pursuing talent,” said A.P. Chaney, senior creative director at Coca-Cola North America.

“His leadership and refusal to cave to pressure makes him a perfect fit for Obey Your Thirst.”

"Obey Your Thirst" originally launched in 1994 as a challenge to the conventional youth messaging of the time.

Hurts joins current ambassadors like NBA standout Anthony Edwards, Olympic sprinter Sha’Carri Richardson, but offers a different energy that contrasts with Edwards’ flash and Richardson’s flair.

He's quiet, focused, and composed.

“There’s a yin and a yang with Jalen and Anthony,” Chaney added.

"They’re very different, which is exciting because we're able to show the fully spectrum of the Obey Your Thirst spirit in a way we haven't done before."

A Message Without Words

In the 30-second hero ad, Hurts faces a bombardment of absurd and probing questions from fictional reporter Thirsten A. Sip.

Sip, who corners him everywhere from a red carpet to a tailor shop.

Rather than engage, Hurts stays poised and silent, sipping his Sprite and brushing past the noise.

The spot lands its message not with action or anger, but with composure.

“He has this quiet confidence that helps him rise above and continue to work hard to achieve greatness,” said Chris Keyes, creative director for Coca-Cola North America.

There’s also a deeper cultural message.

The campaign was designed, in part, to spark dialogue around the types of scrutiny Black and Brown athletes face, even at the top of their game.

“We wanted to have a real conversation about the micro- and macro-aggression," Chaney added.

“Success Hurts” is now live across social media, streaming platforms, and TV, supported by a multi-year collab between Sprite and Hurts.

Our Take: Can Quiet Confidence Drive a Campaign?

We've seen Sprite's numerous campaigns with different athletes over the years.

This one wins by doing something brands often shy away from: staying still.

I think it was an easy yet bold choice not to have Hurts perform for the camera, and instead stay true to his natural, chill self. 

It's a great reflection of Sprite's brand values, and a masterclass in using celebrity marketing to show both the NFL stars' range and recognition.

In other news, Raising Cane's teamed up with Snoop Dogg for a campaign celebrating National Chicken Finger Day.