Sprite, a brand of Atlanta-based The Coca-Cola Co., launched a new video meant to inspire viewers and capture LeBron James’ return to his hometown of Akron, Ohio, from a new perspective. Directed by Jason Rosenberg of the Bandito Brothers, the video titled "The First Home Game," features James' on-the-court highlight footage as local fans share their anticipation for his first home-court appearance of the season. The video also features Imagine Dragons’ new single "I Bet My Life" as the background track.
"We've been with LeBron since the beginning and we're looking forward to the next chapter in his illustrious career," said Kimberly Paige, associate vice president of Sprite Brands for Coca-Cola North America, in a statement. "LeBron's decision to come home embodies the Sprite brand's ‘Obey Your Thirst’ mantra, and we're proud to help tell the story of his return to northeast Ohio."
Sprite worked with New York creative agency Translation to film the video Sept. 25 during an event at Akron's Patterson Park to unveil two outdoor basketball courts that were refurbished by Sprite. The refurbished courts feature original designs by street artist Futura.
The 90-second video currently is available on Sprite’s YouTube channel and will be shared across Sprite and LeBron James social media channels as well as supported through paid digital media.
On Oct. 30, Sprite will debut its new 30-second TV advertisement during TNT’s broadcast of LeBron's first game of the season. Fans can follow the social conversation and join Sprite in highlighting LeBron's homecoming using the hashtags #firsthomegame and #obeyyourthirst.
Also in celebration of James’ homecoming, Sprite created a commemorative 12-ounce can featuring James' likeness. The limited-edition cans now are available in six-packs at participating convenience and retail stores throughout Ohio while supplies last.