SPRITE | SUMMER SPRITE VINCE STAPLES "RAIN COMES DOWN" MUSIC VIDEO 

Sprite has supported hip-hop for over three decades. It is one of the few brands that has authentically connected with the culture that protects its heritage and its future. From Nas to A Tribe Called Quest to Drake, Sprite has given a commercial platform to some of hip-hop’s biggest names without trying to turn them into corporate sellouts. And even as hip-hop has evolved, Sprite still remains a partner to hip-hop culture. 

That partnership is evident with Vince Staples. Staples, who is a longtime fan of the beverage, has naturally become Sprite’s biggest brand ambassador. As a brand ambassador, Staples was the center of the brand’s summer campaign,Summer Sprite Cold Lyrics Series, featuring Six Cold Lyrics by Six Hot Rappers (Vince Staples, Lil’ Yachty, D.R.A.M., Vic Mensa, Kamaiyah, Kap G). As an extension to the campaign, we took the partnership with campaign headliner Vince Staples to the next level, by creating the music video for the second single, Rain Comes Down from his album, Big Fish. In Sprite’s first-ever produced music video, Staples, lost in the desert, finds an empty glass of Sprite that leads him back to civilization before a harsh storm hits. As the rain from the storm comes down, Vince sits at a diner enjoys a sip of Sprite in thought about his situation and life’s biggest questions. 

With this video in partnership with Sprite and Vince Staples, we were able to create a situation that shows true partnership and takes advertising out of its traditional formats to connect and contribute to culture in an authentic way. It’s not just about using artists to make dollars, but its partnering to create coming special that pushes both parties forward, giving our audience something unique to engage with.