Sprite ‘I Love You Hater’

Sprite ‘I Love You Hater’

This powerful spot for Sprite was cast by Mark Summers Casting / Edu Perez Casting

From Adage

https://adage.com/creativity/work/sprite-i-love-you-hater/968226

Sprite is the latest brand to take on social media trolls and haters in a new global campaign, in which it suggests that hate can “neutralized” by words of love.

The ad, features a host of real people and no actors. They include athletes and artists, including Spanish Olympic swimmer Rocío Velázquez; French pole dancer Nico Moldestein; English rapper Tyrus McKenzie and Swedish surfer Liz Romer, along with plus Spanish LGBT activists David Perez y Marius Caralt and female soccer team CE Sant Gabriel.  Each is seen recieving hurtful, abusive or trolling comments on social media (based, apparently, on real messages they have received). In each case they reply to the abuse with the message “I Love You.”

Karim Huu Do of Anonymous Content directed the spot, which is running online together with a wider campaign that includes Instagram stories, a long-form documentary, interviews with the protagonists, print and OOH as well as GIFs that also aim to neutralize the hate.

Karim Huu Do of Anonymous Content directed the spot, which is running online together with a wider campaign that includes Instagram stories, a long-form documentary, interviews with the protagonists, print and OOH as well as GIFs that also aim to neutralize the hate.

Project Details

Director:
Karim Ho Doo
Production Company:
Anonymous
Ad Agency:
SANTO

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https://www.marksummers.com/showreel/sprite-love-hater/