Capitalizing on its successful platform, ‘Obey You’, Sprite opted to dedicate its 2014 thematic campaign to tackling a rapidly growing phenomenon: People, namely youth, creating an alternative online world to which they escape to. They shift all their forces to seeking acceptance from other members of their virtual world by creating a fake persona and lifestyle. It was time to for someone to tell these youngsters that they needed to snap out of this fake life they have unconsciously been sucked into. Your “true” self will always be better than any “fake” or “virtual” self you try to create.
This was translated into s fun and catchy ad, hammering on the popularity of Internet GIFs; we created a copy, staring a teenager girl. Our copy was created to appear user generated with a low budget, giving it a raw and edgy feel. Cutouts of our star embracing her fake persona (posing and pouting lips) were haphazardly pasted on to different scenes from her daily “real” life. We aimed to shout out the message that your “virtual fake” persona will never be right for you. Be proud of who you are and be yourself. Do not let anyone tell you other wise.