LeBron in a
previous Sprite spot
A new internet spot for Sprite from Crispin Porter + Bogusky starring LeBron James challenges consumers to come up with better music for the commercial, writes Adweek.
An ad circulating on video-sharing sites will drive the target to Lebron23-23.com, where users must create music for the campaign using sound-mixing tools. The winning soundtrack will then become LeBron's theme song - even playing when LeBron is announced at NBA games.
The ad has LeBron running around a mansion with some friends wielding paintball guns and searching for a man in large "tongue suit." Once he's found, they pepper the tongue with yellow and green paintballs, representing Sprite's lemon-lime flavors.
James has already made an appearance in Sprite's "subLYMONal," which used visual imagery to get its target to slow down the ad to find hidden elements.
