Sprite® celebrates LeBron James’ homecoming with new video showcasing his “First Home Game”
Atlanta (Oct 28, 2014): On Monday, Sprite launched a new inspirational video that captures LeBron’s return to his hometown of Akron from a whole new perspective. Directed by Jacob Rosenberg of the Bandito Brothers, the video “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. "I Bet My Life," the new single from Grammy Award-winning rock band Imagine Dragons, serves 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, Sprite Brands, Coca-Cola North America. "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."
The video was filmed on Sept. 25 during an event at Akron's Patterson Park to unveil two outdoor basketball courts refurbished by Sprite. The refurbished courts, which provide Akron community members a newly refreshed place to play, feature original designs by legendary street artist Futura. Sprite worked with New York creative agency Translation to create the video.
Beginning today, the 90-second video will be shared across Sprite and LeBron James social media channels, as well as supported through paid digital media. On Thursday, Oct. 30, Sprite’s new 30-second advertisement will make its television debut during TNT's broadcast of LeBron’s first game of the season. The 90-second video is now available on the Sprite brand's YouTube channel. Fans can follow the social conversation and join Sprite in highlighting LeBron’s homecoming using the hashtags #firsthomegame and #obeyyourthirst.
In celebration of his homecoming, Sprite created a commemorative 12-ounce can featuring James' likeness. Available in 6-packs, the limited-edition cans are now at participating convenience and retail stores throughout Ohio while supplies last.