Sprite’s new campaign transforms messages of hate into love.
Sprite’s new global campaign ‘I Love You Hater’, produced by Argentinian creative agency Santo, believes that hate can be “neutralised” by words of love.
Directed by Anonymous Content’s Karim Huu Do, the spot spotlights a cast of real people rather than hired actors and features The Beatles’ soundtrack “All You Need Is Love”.
These include athletes and artists such as Spanish Olympic swimmer Rocío Velázquez, Swedish surfer Liz Romer and English rapper Tyrus McKenzie.
Spanish LGBT activists David Perez and Marius Caralt, and female soccer team CE Sant Gabriel, were also amongst the figures appearing in the new spot.
The short film depicts each character experiencing hurtful, abusive or trolling comments via social media. In response, each one answers the abuse with the message “I Love You”.
Sprite follows a growing string of brands who have addressed online haters in their campaigns, including Adidas, Under Armour and Vivo.
The campaign will roll out across print, TV, out of home, online and social media.
CREATIVE AGENCY: Santo Buenos Aires
PRODUCER: Ella Sercovich
EXECUTIVE CREATIVE DIRECTOR: Rafael Santamarina, Juan Ignacio Etchanique
CHIEF CREATIVE OFFICER: Maxi Itzkoff
CREATIVE DIRECTOR: Juan Manuel Quintero Betancur, Javier García
PRODUCTION DIRECTOR: Leandro Sussman
ACCOUNT DIRECTOR: Sabrina Santos
GENERAL ACCOUNT DIRECTOR: Florencia Spinetta
PRODUCTION COMPANY: Anonymous Content
EXECUTIVE PRODUCER: Lori Stonebreaker, Kerry Haynie
DIRECTOR: Karim Ho Doo
DOP: Mattias Rudh
PRODUCER: Malachy McAnenny
STYLIST: Laura Vandall
OFFLINE EDITOR: Leila Sarraf, Alejo Hoijman
POST PRODUCTION COMPANY: MPC
COLOURIST: Ricky Gausis
MUSIC COMPANY: Ballad / Bamba