Turkey of the week: Sprite "#BrutallyRefreshing"

Shona Ghosh is unimpressed by Sprite's online ad fiasco.

Turkey of the week: Sprite "#BrutallyRefreshing"

Rather than actual wit, Sprite went for the lowest common denominator with boring, boorish "lad" humour. Of course, it is degrading to women, because that’s the easy laugh. So often political incorrectness isn’t ‘brutally refreshing’ – it reflects mental and creative laziness. Try harder.

Brand: Sprite
Title: #BrutallyRefreshing
Agency: Thinkhouse Ireland was referenced in the campaign press release but would not confirm whether it was responsible for the ad

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 How Sainsbury's ads revolutionised the UK's food culture

Abbott Mead Vickers' press ads for Sainsbury's in the 1980s formed the most influential and culturally significant campaign the UK has ever produced, argues Paul Burke.

Just published