Lowe's Sprite spots continue use of Henson 'creature'

Coca-Cola is redoubling its efforts to free its Sprite brand from international "catch-all advertising with work featuring a creature created by Jim Henson's animators.

Two new spots, produced by Lowe and set to break nationally on Monday, are in line with Coke's attempt to bring a distinctive personality and positioning to Sprite in the UK. Its aim is to present Sprite firmly as a teen brand with advertising in which an elf-like animated sprite keeps getting served up by mistake to people who have ordered a can of Sprite.

The ads reinforce the promotion of Sprite as a unique thirst-quencher with the strapline: "Obey your thirst."

Enca Kaul, the Lowe account director on the business, said: "We wanted to distinguish Sprite advertising from the cliched work in the category.

We have to make sure that Sprite is top-of-mind with consumers when they come to make their choice."

The comedy actress Kathy Burke provides the voiceover for the commercials.

In one a girl is buying a can of Sprite from a vending machine only to find the green-skinned creature crawling from the tray. In the other, a man returns to his hotel room to enjoy a sandwich and a Sprite and lifts the silver dome on his tray to find the creature eating his meal.

The films were written and art directed by Sam Heath and Frank Ginger and directed by Tom Kuntz and Mike Maguire through Independent. Jim Henson's Creature Shop created the sprite while Glassworks handled post-production.

Media is being planned and booked by BBJ.

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Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).