SPRITE MILES THIRST CAMPAIGN BEGINS
By Adnews Staff
Coca-Cola has begun a new campaign for lemon-lime soft drink Sprite. The campaign's three 30-second television commercials introduce a new spokescharacter called Miles Thirst, a 10"-tall figure who is, according to the company, "steeped in urban wisdom and style." In the first ad, called "What's Better," the character and a group of teenagers sitting on the front stoop of a house decide that the only thing better than Sprite is a young attractive woman. The second ad is called "Vending Machine." In it, basketball player LeBron James gives the character a tour of his house, which includes a Sprite vending machine. A French-language version of this ad has also been created. The third ad, called "Two Sprites," shows the character at a movie with a group of teenagers. This ad will run in theatres. All three ads end with the tagline, "Obey your thirst." They were created by Ogilvy & Mather in New York and adapted for Canada by Cossette in Toronto. The campaign will run until mid-summer.