Sprite Success Hurts 2025

About

Sprite explores the public perception of professional athletes in the campaign 'Success Hurts,' featuring NFL quarterback Jalen Hurts. The spot moves through a series of atmospheric vignettes, placing the subject in a branded press conference, a moody restaurant interior, and a private dressing room to navigate a series of pointed questions. Directed by Ogilvy North America, WPP Open X, VML Worldwide, and Publicis Groupe, the production utilizes cinematic, high-contrast framing to center the athlete within the brand's established visual identity. The narrative leans into dramatic lighting and live-action techniques to emphasize the tension between performance and public expectation, integrating the signature green palette throughout the frame.